Health Promotion Report: Camden Borough, Health Campaign Analysis

This report provides an in-depth analysis of a health promotion campaign targeting smoking during pregnancy in the London Borough of Camden. It begins with an introduction to health promotion and its significance, followed by an examination of relevant statistics on smoking among pregnant women in Camden. The report then explores two health promotion theories, namely the Behavioral change model and the Self-empowerment model, and discusses their potential impact on the campaign's effectiveness. It outlines health promotion and disease prevention strategies, including health communication and health education, and details two communication strategies: social media and face-to-face counseling. The report also considers the influence of 'The Acheson's report' on health promotion campaigns and outlines the six steps for planning a health promotion program, along with required resources and stakeholders. Furthermore, it explores evaluation designs, frameworks, and the impact of the initiative, drawing comparisons with similar campaigns. The report concludes with a summary of key findings and recommendations.

Health Promotion

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
QUESTION 1...................................................................................................................................1
London Borough of Camden and relevant statistics on smoking during pregnancy among
women....................................................................................................................................1
Two health promotion theories...............................................................................................2
Plan and discuss the Health Promotion and Disease Prevention Strategies...........................3
Two communication strategies...............................................................................................4
QUESTION 2...................................................................................................................................5
‘The Acheson’s report’ could influence the way in which health promotion campaigns are
designed and communicated...................................................................................................5
QUESTION 3...................................................................................................................................6
References to be made to the borough...................................................................................6
Six steps (stages) for planning a health promotion programme (initiative)...........................6
Resources required and the various stakeholders...................................................................7
Two types of evaluation designs and frameworks, evaluation of impact of health promotion
programme addressing the issue.............................................................................................7
Impact with that of a similar health promotion campaign carried out either in the UK or
abroad.....................................................................................................................................8
Evidence-based information to support discussion of the initiative.......................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Health promotion is being considered as an effective process that basically lead people to
improve well-being and make them health conscious. It has been analysed that, a health related
campaign, moves beyond and keep it's focus on behaviour of public towards a wide range of
both environmental and social interventions. In present report, local but greater borough that has
been chosen for gaining in depth knowledge related to health promotion, i.e. London Borough of
Camden. It is located in north west London, England, United Kingdom (Baum, F. and Fisher,
M., 2014). Along with this, assignment in going to be enclosed with relevant statistics and
information on smoking during pregnancy among women and it will also show a couple of
theories linked with health promotion. Assessment will also put light on various resources that
are going to be used while working with the various stakeholders. Lastly, a comparison is also
going to be enclosed with impact of health promotion campaign carried out within United
Kingdom.
TASK
QUESTION 1
London Borough of Camden and relevant statistics on smoking during pregnancy among women
Based on a report of NHS, a cigarette basically carries around 4,000 different kind of
harmful chemicals, that could lead pregnant women to face a number of issues like restriction of
oxygen supply to infant, premature birth, sudden infant death syndrome and many more.
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Illustration 1: Smoking prevalence by ethnicity, Camden, 2015

Apart from this, the same report has also showed that from 2012 to 2013, around 100 out
of 12.7% of England's women basically been smoking at the time when they are pregnant. Along
with this, approximately 10.5% of female were basically known that were smoking at the stage
of delivery.
In the year of 2015, Camden (Borough of London), around 1,640 smokers accessed stop
smoking, but this number of really very less if it is compared with 2013 where approximately
2,790 left smoking cigarettes. In 2013, around 61% smokers successfully stopped smoking in the
4th week of 1stmonth, as compared to 51% in 2015 (Lupton, D., 2014). On the other hand, if it is
talked about Camden which is a borough of London, is carrying approximately 4% of women
that smokes even at the time of delivery and this percentage is decreasing but with a minimal
amount every year. Over the decades, this scenario has impacted negatively on newly born child
and because of this diseases like asthma, risk of having lung cancer and other heart related acute
diseases got increased. There is forecast to be a small decrease from 16% in 2015 to an expected
level of 15% by 2030 and this scenario, is being considered as something which is needed to be
stopped because it is impacting heavily on health of people (both smokers and passive smokers).
In order to reduce these numbers, an effective health campaign has been developed i.e. “Smoke-
Free Expectant Mothers” in order to reduce the smoking problem among pregnant women.
Two health promotion theories
In order to develop a health promotion campaign, there are a number of theories that
could be used by an individual so that to prevent people from a range of diseases linked with a
particular habit or service like smoking. As the number of smokers are decreasing but with a
small amount in Camden borough, London, England. It has become vital for government of
United Kingdom and other agencies that work for social welfare to reduce the number of
smokers which is at excessive level.
Here, a range of health promotion theories like Behavioural change model, Self-
empowerment model and collective action model could be utilised by an individual at the time of
developing a health related campaign. These theories/models would basically aid in hitting the
most core parts of an individual (emotions) that are linked with the service like smoking.
Behavioural change model: It is being critically analysed that using this model may
carry both negative and positive impact on a health promotion campaign. This model defines and
has built a belief that offering people with information could easily alter attitudes, beliefs and
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behaviour. While developing “Smoke-Free Expectant Mothers” health promotion campaign to
prevent pregnant women from smoking, this model could help because, offering them with the
information related to smoking that a cigarette contains 4000 chemical and it could stop oxygen
to reach to infant could easily change the behaviour of pregnant women (Malik, Blake and
Suggs, 2014).
Away with this, it has also been critically analysed that this theory in some cases may not
stay useful because, there is always a percent stays in every condition where people do not
change themselves like smoking habit. Here, this theory might not work and could lead whole
campaign to fail.
Self-empowerment model : This model is being developed that focuses on improving a
person's sense relating to personal identity or the self-worth. It is being found that decision-
making or the problem-solving skills are some of elements on which this theory basically rely.
Using this approach, it can be said that health promotion campaign named as “Smoke-Free
Expectant Mothers” would basically going to get develop in specific time frame. This will
directly impact positively on overall thinking of pregnant women that smokes, because every
female which is going to be a mother do not want to harm the unborn foetus.
On the other hand, this theory is also carrying a negative impact as well and could
basically put a woman in a demoralising state as what they were doing previously was wrong
somehow. Along with this, using this approach in a health promotion campaign like “Smoke-
Free Expectant Mothers” may take women to another state as well where she might feel anxiety
and this is not good for her health at the time when she is pregnant.
Henceforth, it can easily be said that using these two theories may basically carry a huge
impact on overall “Smoke-Free Expectant Mothers” health promotion campaign which could
lead pregnant women to either stop smoking or put her in a bad state like depression, tension or
any other state (Sallis, Owen and Fisher, 2015). Away with this, it has also been analysed that
using these two health promotion theories will directly put positive impact upon overall
performance of health promotion.
Plan and discuss the Health Promotion and Disease Prevention Strategies
Following are the health promotion and disease prevention strategies:
Health communication:
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This is the promotional strategy in which verbal and written conversation is done to
empower individuals, communities, population so that health become their first choice. It often
include multiple theories and models so that positive change occurs in the behaviour and attitude
of public. A proper communication should be their with the pregnant women so as to convince
them to quit smoking. This can help in promoting Smoke-Free Expectant Mothers campaign
successfully. The communication of health is done through social marketing which helps in
making positive environment among the population.
Health Education:
Health education is also one of the strategy which is used in health promotion and disease
prevention (Loss, Lindacher and Curbach, 2014). In this strategy, a learning experience is
provided to the public on health topic so that they can work on it. The health education technique
include benefits, threats which is faced by the target population. In case of Smoke-Free
Expectant Mothers campaign, the pregnant women can use this strategy so as to quit smoking as
soon as possible. The examples of health education activities include lectures, courses, seminars
etc.
Henceforth, it can be said that Smoke-Free Expectant Mothers, which is a health
promotion campaign will directly enhance or increase information linked with consequences of
smoking among pregnant women.
Two communication strategies
It is important to quit smoking before or during the period of pregnancy as it is essential
for health of their baby's. Become smoke free also benefits pregnant women in so many ways as
their body starts healing in both physical and mental manner. Our “Smoke-Free Expectant
Mothers” campaign uses an effective communication strategy in order to deliver a range of
information to pregnant women towards the direction of smoke free lifestyle during the course of
pregnancy. Mentioned below there are two types of communication strategies that will use in
engaging stakeholders and disseminating this strong message to them:
Social Media: Social media can be taken as an influence mode to provide knowledge and
informations in effective way. As in this digital world where technology is covering major
portion of our life. “Smoke-Free Expectant Mothers” campaign is taking advantage of social
media to deliver message of quitting smoking before and during pregnancy. In this, information
and benefits of smoke free pregnancy are displayed in visual way on the page of campaign
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programmes. In addition to this, it is going to be ensure that communication will flow in both
directions. Pregnant women can ask relevant informations related to the diet and medication on
Facebook page of campaign. In addition to this, experts advices social support also aid in
proving information related to health care.
Face-to-face counselling: Face-to-Face counselling secessions can be emerged as an
effective mode to provide valuable suggestions to pregnant ladies in order to quit smoking before
and during pregnancy (Marston, C. and Lewis, R., 2014). In this, expert and experienced
counsellors are going to advice pregnant women to quit smoking during the period of pregnancy
as it will benefit them and their babies. It is one of the most effective method as in this constant
feedbacks can be taken to reduce any kind of confusion prevailing in the minds of pregnant
women's. Effectiveness of smoke free lifestyle and healthy regular diet are being guided to those
women who are depressed. In this counselling secessions experts are going to analyse problem of
every single pregnant lady and make them aware about problems related to quit smoking and
adopt healthy diet.
QUESTION 2
‘The Acheson’s report’ could influence the way in which health promotion campaigns are
designed and communicated
According to The Acheson's report, there was a range information given under the report
linked with mortality where rich people were dying the most than the people who were earning a
moderate earnings. On the other hand, this report “ The Acheson's Report” has kept its main
focus on promoting the health campaign is given to the families which have children because
childhood is seems to be critical with the families having poor socio economic condition. This
report mainly focuses on present and future mothers, the children of which have a great chance
of reducing physical inequalities in mental and physical health. On the other hand, it can be said
that In case of Smoke-Free Expectant Mothers Campaign, this report is helpful in promoting this
campaign because the mother who is pregnant should quit smoking as soon as possible. This
report mainly focuses on promoting the breast feeding, reducing the prevalence of smoking in
pregnancy and social and emotional support of parents.
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QUESTION 3
References to be made to the borough
The location selected to promote the Smoke-Free Expectant Mothers campaign is
borough. This place is situated at Camden (Raj and et. al., 2016). This place is located in the
north west London, England. This is the place where most of the pregnant women smokes
regularly. This place is selected to campaign because most of the women in this area are used to
with smoking. This results in the premature delivery, sudden death of foetus etc. Therefore this
place is best suitable for this campaign.
Six steps (stages) for planning a health promotion programme (initiative)
While planning a proper health promotion programme, it is needed for an individual to
follow six different steps in order to deliver right information to targeted audience. Every single
programme linked with health promotion or any other kind of campaign needs to be stay
enclosed with different stages like manage the planning process, conduct a situational
assessment, identify goals, populations of interest, outcomes and result objectives, identify
strategies, activities, outputs, process objectives and resources, develop indicators and lastly,
review the program plan are six different stages would help in communicating right amount of
information to targeted audience. In present context, a health promotion programme that has
been developed i.e. “Smoke-Free Expectant Mothers”, it needed to include six different stages
and these are given beneath:
Step 1: Manage the planning process : This is being considered as the first step where
an individual at the time of developing a health promotion plan specifically includes different
things like identifying stakeholders that are needed to be engaged, Away with this, it also
develop or establish a specific and clear timeline in order to create a proper work plan. Including
this, creation stays enclosed with different things that are required like capital, material, and
human resources (Basak Cinar, A. and Schou, L., 2014). For “Smoke-Free Expectant Mothers”
health promotion campaign, it would require first to identify the stakeholders and here one of the
most vital stakeholder is pregnant women that basically smokes of the Camden borough. Away
with this, under this step it is essential to identify investors as well so that no problem related to
capital take place.
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Step 2: Conduct a situational assessment : Under this step, basically it involves
identifying the situation, initiatives that can be taken for betterment and things that are actually
making overall situation of the problem much more worse. At last, analysis that may take place
on the situation and decisions that are needed to be taken is the final step in this situation. Here,
Smoke-Free Expectant Mothers which is a health promotion programme can easily be developed
considering these few steps.
Step 3: Identify goals, populations of interest, outcomes and outcome objectives : The
goal of this campaign is clear that the women who are pregnant should stop smoking. There are a
number of women who are interested in this campaign. This results that the women find it more
easy to quit smoking. That is what exactly needed in the promotion of Smoke-Free Expectant
Mothers campaign.
Step 4: Identify strategies, activities, outputs, process objectives and resources : The
strategies used in the campaign are specific such as health communication, health education etc.
The activities are mainly focuses on implementing the campaign. The resources used in this
campaign are the funds, doctors etc.
Step 5: Develop indicators : This is the fifth step in which the indicators are developed
so that the activities can be developed easily. For this purpose, Smoke-Free Expectant Mothers
Campaign consist of a range of indicators like smoking could lead an expectant mother to
become a reason of reduction among flow of oxygen to the fetus.
Step 6: Review the program plan : When all the program is done than it should be
review so that there will be no lack in the succession of campaign.
Resources required and the various stakeholders
To successfully complete the campaign, there is a requirement of different types of
resources (Wright, J. and Halse, C., 2014). The requirement of resources can be funds, place on
rent, volunteers, doctors for health check-up etc. All these resources are necessary for the
completion of campaign. Apart from that, the biggest stakeholders of this campaign is the
pregnant women. These stakeholders are the biggest asset of this campaign because without their
presence the succession of campaign cannot even assumed.
Two types of evaluation designs and frameworks, evaluation of impact of health promotion
programme addressing the issue
There are two types of evaluation designs and frameworks which are stated as below:
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Formative: This evaluation design is used to identify the issues in the completion of
project. It identifies the initial faults so that early improvement can be done. This also helps in
refining and improving the program. In support of the campaign, this evaluation design can
identify early bugs in the succession of campaign.
Summative: This type of design evaluation technique helps in providing the information
in the effectiveness of the program. The program should be effective and this is tested by this
designing technique. This is conducted after the completion of the program (Sørensen and et. al.,
2015).
Under present health promotion campaign named as Smoke-Free Expectant Mothers,
developer will use formative evaluation design in order to carry out the impact of the overall
campaign. This design will directly show need of Smoke-Free Expectant Mothers Campaign and
clarifies that if the promotion campaign will work or not considering both external and internal
factors. With the help of this, design, former can also address a range of issues that can faced at
the time of development of a programme or at the time of executing it.
The impact of health promotion program in addressing the issue is that the pregnant lady
of Camden are aware about the consequences of smoking. They also find out the ways through
which they can quit smoking. This will help them greatly in quieting the smoking easily.
Impact with that of a similar health promotion campaign carried out either in the UK or abroad
If a similar health promotion program is conducted either in UK or outside it there will be
some changes which have to be done according to the place (jungblad and et. al., 2014). The area
of people, trends of people etc. is the most common changes which have to be done before
arranging the campaign. When all the steps have been done than the impact of this campaign to
that region will also affect the lifestyle of pregnant women. They were aware about the
consequences of smoking with pregnancy. Apart from that, they will find the ways through
which they can quit smoking. This will help them a lot to support their healthy life with their
baby.
Evidence-based information to support discussion of the initiative
According to the report generated by BBC, (2017), more than a million smokers are
admitted in the NHS hospital every year. This results that a lot of people are used to smoke every
day in UK. With that the women also interested in this deadly habit. Apart from this, the
pregnant women among smokers are the most affected ones in the entire UK inhaling the
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smoking habit. In this context, it can be said that Smoke-Free Expectant Mothers campaign
based on the public interest, would help a range of women (pregnant) in delivering valuable
advice which may deliver the information related to the consequences of smoking. They also
gets aware about how to quit smoking. This will help them in quitting this deadly disease.
CONCLUSION
With the help of above mentioned report, it is being concluded that smoking cigarettes at
the time of pregnancy could lead women to go through different issues like death of unborn
foetus and so on. A health promotion program enclosed with a detailed information related to a
specific area like smoking and its impacts on a pregnant women could basically aid in preventing
women from various unhealthy habits. On the other hand, promoting tobacco-free policies at
different places like work, public places, and environments that are affecting pregnant women or
new mother, like educational facilities and commercial and home-based day care settings could
lead to improve overall health conditions in United Kingdom (citizens, (men, women, kids and
unborn foetus)).
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REFERENCES
Books and Journals
Lupton, D., 2014. Health promotion in the digital era: a critical commentary. Health promotion
international. 30(1). pp.174-183.
Baum, F. and Fisher, M., 2014. Why behavioural health promotion endures despite its failure to
reduce health inequities. Sociology of health & illness. 36(2). pp.213-225.
Malik, S. H., Blake, H. and Suggs, L. S., 2014. A systematic review of workplace health
promotion interventions for increasing physical activity. British journal of health
psychology. 19(1). pp.149-180.
Sallis, J.F., Owen, N. and Fisher, E., 2015. Ecological models of health behavior. Health
behavior: Theory, research, and practice. 5. pp.43-64.
Sørensen and et. al., 2015. Health literacy in Europe: comparative results of the European health
literacy survey (HLS-EU). European journal of public health. 25(6). pp.1053-1058.
Loss, J., Lindacher, V. and Curbach, J., 2014. Online social networking sites—a novel setting for
health promotion?. Health & place. 26, pp.161-170.
Ljungblad and et. al., 2014. Workplace health promotion and working conditions as determinants
of employee health. International Journal of Workplace Health Management. 7(2).
pp.89-104.
Marston, C. and Lewis, R., 2014. Anal heterosex among young people and implications for
health promotion: a qualitative study in the UK. BMJ open. 4(8). p.e004996.
Park, H., Reber, B. H. and Chon, M.G., 2016. Tweeting as health communication: health
organizations’ use of Twitter for health promotion and public engagement. Journal of
health communication. 21(2). pp.188-198.
Raj and et. al., 2016. Is a general women's health promotion program as effective as an HIV-
intensive prevention program in reducing HIV risk among Hispanic women?. Public
Health Reports.
Basak Cinar, A. and Schou, L., 2014. Health promotion for patients with diabetes: health
coaching or formal health education?. International dental journal. 64(1). pp.20-28.
Ng, M. K., Yousuf, B., Bigelow, P.L. and Van Eerd, D., 2015. Effectiveness of health promotion
programmes for truck drivers: a systematic review. Health Education Journal. 74(3).
pp.270-286.
Wright, J. and Halse, C., 2014. The healthy child citizen: Biopedagogies and web-based health
promotion. British Journal of Sociology of Education. 35(6). pp.837-855.
Online
Smoking prevalence by ethnicity, Camden. 2015. [Online]. Available through:
<file:///home/user/Downloads/Smoking_20REPLACE.pdf>.
BBC report on NHS, 2017. [Online]. Available through:<https://www.bbc.com/news/health-
39094713>.
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