HCR5002: Health Promotion Report - Alcohol Reduction

This report delves into the realm of health promotion, specifically exploring the origins and strategies of alcohol reduction programs. It begins by examining the historical context of the 'Alcohol Reduction Strategy,' tracing its evolution from the Ottawa Charter and the Alma-Ata Declaration to the launch of the Drink Aware campaign, detailing the involvement of Public Health England and its rationale. The report then proposes an alcohol reduction program targeting young people aged 16-25, named 'Alcohol and Harms,' which will be disseminated through social media and involve various stakeholders including parents, healthcare professionals, and pubs. The program aims to educate young people and their parents about the dangers of alcohol consumption and promote delayed initiation. The report also applies health promotion models such as Pender's Health Promotion Model and the Biopsychosocial Model, explaining how these frameworks inform the campaign's approach. Additionally, it identifies the stakeholders involved and their respective roles in the campaign's implementation and success, including parents, teenagers, healthcare professionals, and PHE, amongst others.

HEALTH PROMOTION

Contents
INTRODUCTION...........................................................................................................................1
QUESTION 1..................................................................................................................................1
Describe and discuss the origins of the ‘Alcohol Reduction strategy.........................................1
QUESTION 2..................................................................................................................................3
alcohol reduction programme for young people..........................................................................3
QUESTION 3..................................................................................................................................6
design an evaluation strategy to determine how this goal will be evaluated...............................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Health promotion as stated by World Health organisation and in the Ottawa charter for
health promotion is the process where people can have control over their health aspects so that a
better physical, mental and emotional well-being can be reached. In this the individual must be
involved in coping with the environment. In health promotion, public policies are also being
included which emphasises on improving the conditions of patients and also making sure that
health equity exists. Present report will lay emphasis on the origin of alcohol reduction strategy.
It will focus on an alcohol reduction programme for young people.
QUESTION 1
Describe and discuss the origins of the ‘Alcohol Reduction strategy
history of the alcohol reduction programme from 1970 to the Launch of the Drink aware
campaign: The Ottawa charter first international conference was being held for the purpose of
health promotion. The Alma-Ata Declaration of 1970 emerged as a major milestone of the
twentieth century in the field of public health. In this health related conference parliament of UK
has provided details about how mental and physical well-being can be maintained by reducing
consumption of alcohol. The conference laid emphasis on various aspects of health. They have
also laid focus on inequity of health that exists in every part of state and country. The conference
was started because of the expectations which were growing in public related to health
movement. It was the first international conference which was held in order to make sure that
people have better control over their health aspects (Tarkang, Pencille and Lutala, 2020). The
programme has touched every aspect related to health such as mental, physical, social and
emotional. The idea to develop an alcohol reduction program emerged after holding of this
conference. The purpose of Ottawa charter conference was to work upon the main five aspects of
health promotion. They worked for social justice, equity, peace, education, shelter, sustainability.
There main purpose was to achieve equality in health. Drink-aware conference was one of the
largest campaign held on social media platform. The reason to start this campaign was to lower
down use of alcohol miss-use that happen among young people and adults. Evidence provided
that about 36% of the adults in United Kingdom goes out for a drink with friends or even family
without any intentions. It was being analysed by parliament of UK that because of consumption
of alcohol, several negative impact can be seen on the health and well-being aspects of the
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individual. Crime rate was also increasing because of alcohol consumption and also the quality
of life of individual was been affecting. The Drink-aware campaign lays emphasis on
government motivating person to have drink free days.
Rationale for the launch of the Drink-aware campaign and the involvement of Public
Health England with the campaign
The reason for launching of this drink aware campaign was to motivate the drivers and other
individuals to go without drink and have drink free day. It was also being analysed that this
social media campaign has also taken public health England in consideration. There main motive
was to educate people about harms and ill effects that alcohol can cause. It has also been
analysed that this campaign was been implemented on various bars and pubs. The support was
being taken from the British beer and pub association (Whitehead, 2018). They were being
involved in educating drivers and other people in providing education related to side effects of
alcohol. They were engaged in enhancing awareness related to harms caused by liquor. It has
been evaluated that there are various signs and symptoms which can be seen in individuals who
are involved in consuming alcohol. They can face issues like vomiting, nausea, diarrhoea. Severe
symptoms can include failure of liver. It can affect well-being and quality of life of individuals.
The public health England has declared their partnership with drink aware campaign program.
The aim of this campaign was to make middle aged drinkers aware about the risk and harms
caused by liquor (Nutbeam, 2019). This program motivates them to have more days without
drinks. This campaign has covered range of media and there were about 1.1 million publics
which was involved in this campaign. It has also been analysed that campaign was being funded
by drink aware, the role of PHE was to put the strategic input and also they were being involved
in solving conflicts which were being raised. The aim of this program was to lower down the
drink and drive situation, so that more conflict can be avoided. PHE has mentioned that alcohol
harm was one of their first priority which needs to be addressed.
It was being analysed that this program was implemented for safety of public and their well-
being. The campaign is being launched by alcohol education charity known as Drink-aware. The
program was being launched for the reason drink and drive and home-dry. The campaign provide
assistance to clubs, pubs, bars where they were engaged in motivating consumers to not been
engaged in doing drinking and driving who are presented at their venue. They also provided dry
sale of point material to pub owners who wanted to use them. The public health England was
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involved with this campaign, because of looking at the statistics. Department of transport
provided the details that around 220-270 people were killed in road accidents because of drink
and driving in Britain. Message behind this campaign was really positive where they encouraged
users to go alcohols free for days while driving. PHE made sure to make users aware about the
side effects that can be caused because of consuming alcohol. They educate consumers about
various diseases which can happen to those who are regularly engaged in drinking and
consuming alcohol (Kickbusch, 2019). PHE analysed that Britain was in danger of alcohol
explosion. Around 250000 remained absent from work because of heavy drinking on weekends.
It cost to nation about more than £250 million. The mental and physical well-being of consumers
was also affected negatively because of the binge drinking.
QUESTION 2
alcohol reduction programme for young people
An alcohol reduction programme for young people (16-25 age)
The alcohol reduction campaign will have named as Alcohol and harms. This campaign
will be published on social media and also various other stake holders will be involved in
program. The main purpose of this campaign will be to make young people aware about no use
of alcohol under the age of 25 can be the safest choice. The parents, young people and alcohol
will be involved in this campaign. In this program, emphasis will be laid upon lowering down of
liquor related harm which can be caused to fragile body of young people. This program was
being developed to provide parents and adults the important information related to make
informed choices about delaying initiation to drink and consume alcohol. Alcohol and harm
campaign will work on the informed literature, in which parents will be made aware about that
young brains develop in their early 20’s and the use of alcohol during that critical time can affect
development of brain. So it must be avoided. It is necessary for improvising mental and physical
well-being of young people (Wilberg, Saboga-Nunes and Stock, 2019). The main aim and
objective of campaign was to enhance parental preparedness. In this they are monitored and
supervise with young people exposure to harms related to alcohol. The campaign will enhance
awareness on social media related to how alcohol can be harmful for young people so that they
can avoid it in future. The campaign will make sure that they decrease number of parents who
provide alcohol to young adults mainly between the age of 16-25. This campaign will allow
parents to know and think about how consumption of alcohol at a young age can be harmful to
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brain. It can affect their problem solving skill and cognitive behaviour. The usage of alcohol at a
young age can limit their development, so this campaign will focus upon increasing awareness of
parents and adults related to harms that can be caused by alcohol. In this campaign free help and
rehab facilities will also be provided to those young people who want to get rid of this habit. Free
assistance will be given so that mental and social well-being of teenagers can be enhanced. In
this the target audience will be covered with the help of social media. Lots of young people and
their parents will also be invited with the help of emails. It will also be launched at mass media.
For this campaign free t-shirts and banners will also be provided to pub operators. They can grab
it if they want to.
Health promotion model(s) which apply to program
Pender’s health promotion model was applied to the program which was being
designed. It lays focus on multi-dimensional process of human behaviour. This theory lays focus
on that each individual has their own characteristic and attribute. They can be motivated by
influence and certain impact of significance behaviour. The final behaviour which is seen can be
deemed by their personal preferences (Saboga-Nunes, Bittlingmayer and Okan, 2019). This can
be linked with the alcohol reduction campaign which will be launched on social media. It has
been analysed in this health promotion model the mental, emotional and social well-being of
every individual is been taken into consideration. In this model emphasis will be laid on how to
encourage young people and their parents to lower down use of alcohol, so that their well-being
and quality of life can be improved. There can be various personal factors that can be reason of
young people involved in consuming alcohol. In this model personal factors are being
characterised as biological, psychosocial and socio culture because of which an individual can be
involved in consuming alcohol.
The other health promotion model which has been used for this campaign is Engel (1977)
Biopsychosocial Model. This model has provided the details that not only biological factors
needs to be considered but also the psychosocial factors needs to be taken into consideration. It
has been analysed that the impact of consuming alcohol can also because of behaviour, thoughts
and feelings. What a person thinks and how they behave can be one of the reason they are
consuming alcohol at such a young age. This model will assist in knowing about biological and
psychosocial influences because of which they are being involved in consuming alcohol.
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According to this model holistic care must be provided to those who are suffering from any type
of disease because of alcohol consumption.
The other model such as Tannahill (Downie et.al. 1996) model of health promotion is
been selected and applied. As in this model it has been evaluated that education and awareness
will be raised related to how the disease can be avoided by not been engaged in drinking and
consuming alcohol. This model will be really useful in this campaign organised for young
people.
The models such as Ewles and Simnet model is not been used and applied. This is
because this theory focuses on creating a better environment where people can have a control
over their life and choices. This model was not useful as the brief concept related to health
promotion has not been mentioned.
Stakeholders involved in the campaign
The campaign designed was alcohol and harms where young people and their parents are
being educated about side effects and harms caused by consuming liquor. The stakeholders
which are being involved in this process will be parents, teenagers and young people, health care
professionals, Public health England, various bars and pubs. The roles and responsibilities of
each stake holder will be different. In this PHE will be engaged in increasing awareness among
young people and even of their parents related to side effects of liquor consumption. PHE will
motivate the users to go drink free for several days. There main objective will to lower down
number of parents who are been involved in making their children drink. This campaign which
will be launched on social media will also collaborate with several pubs and owners. They will
make strict rules and regulations for them to not allow people between the age of 16-25 to enter
pubs and bars (Peimani, Nasli-Esfahani and Shakibazadeh, 2019). It has been analysed that this
initiative will assist them in lowering down the teenagers to be involved in drinking and
gambling. Parents role will be to monitor and supervise their young kids to not be engaged in
doing any such type of activities. The criteria will be worked on informed literature like they will
be made aware about how the brain is been affected because of alcohol at such a young age. The
brain is still developing under the age of 18. It can affect their problem solving skills. In this
campaign every stakeholder will be engaged in doing their roles and responsibilities. This will
help in making program successful. It will also assist in making sure that no young people are
being involved in consuming alcohol. Health care professionals will be involved in making
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videos which will be posted online about harms which can be caused because of alcohol
consumption. They will also be involved in communicating face to face to young people about
the side effects which can be face by them in future if they are been engaged in drinking alcohol
in such young age. Education will be given to them related to diseases which can be faced by
them when they consume alcohol. There brain and cognitive behaviour is affected because of
consuming alcohol and how it can affect well-being of individual.
Communication strategy which can be used
Effective communication strategy is being required for this campaign. In this various
communication strategies will be used. Interaction will be done with the help of social media
channels and e-mail marketing. The campaign organisers will be engaged in targeting the
audience through social media posts and will try to grab their attentions. The Alcohol and harms
campaign will be launched on all channels of social media such as Instagram, Facebook. Queries
of parents and young people will be solved on this, so that no issues can be faced by them in
future. Health care professionals will also be engaged in asking young people questions related
to how they first started drinking and what are the factors which led them to drink. Both oral and
written communication will be used. It is necessary to make the use of both communication ways
so that aim and objectives related to campaign can be made clear. In this campaign
communication and interaction will also be done with the help of emails. Emails will be sent
related to how consumption of alcohol can be lower down among young people. These emails
will be sent to every individual person who is related to campaign. This will assist in properly
explaining objectives which are related to this campaign. Communication is also being done by
videos. In this health care professionals will explain about ill effects of consuming alcohol and
how the brain of young people can be affected because of this.
QUESTION 3
design an evaluation strategy to determine how this goal will be evaluated
Alcohol and harms campaign is being launched on social and mass media. This campaign
is being started to enhance awareness among young people mostly between the age of 16-25 and
their parents about the ill effects of alcohol. The objective is to lower down consumption of
alcohol among young people in order to enhance their social, mental and physical well-being. In
order to make campaign a success, effective communication strategy was being used so that
parents as well as young people can be educated about the harms caused by alcohol.
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Set specific objectives for the programme in line with the aim
The aim of campaign is to educate young people and their parents about ill effects of alcohol and
also to analyse the impact of alcohol on lives of adults.
Objectives
 To evaluate harms of alcohol on young people lives
 To analyse the issues which can be caused because of alcohol consumption in lives of
young people
 To educate parents who make their child drink at very young age
 To analyse ways to lower down drinking habits and patterns in young children and people
(Saboga-Nunes, Bittlingmayer and Okan, 2019).
The type of evaluation that will be best suited for this strategy
There is various evaluation strategy which will be opted in order to measure the performance
level of campaign. In this the campaign organisers will be engaged in making use of various
strategy which will be following:
Benchmarking: It is the process where the practices will be compared from outside. It
has been analysed that this will assist organisers in knowing about performance level of
campaign. They will be able to know about where they lack and what changes they need to make
in future. This strategy will assist the owners in evaluating whether the campaign which has been
launched by them is successful or not. It has also been analysed that this evaluation strategy will
be helpful in analysing the various factors because of which the campaign progress is been
affected. In this evaluation strategy the organisers will also be able to know about strength and
weakness of campaign (Fry, 2020). They can be able to analyse and evaluate the gaps in their
services. It will also assist the organisers in making sure that all of this is not been repeated in
near future. They will be able to evaluate progress which has been achieved by them.
Performance benchmarking can be used for gathering and comparing the quantitative data. This
will assist the organisers in knowing about how many number of young people are involved in
quitting the alcohol because of this. This strategy will assist in knowing about the performance
gaps. It will assist them in making sure that no gaps are found in the future campaign which has
been organised by them. Benchmarking technology can be used for assessing the performance
level. The internal and external benchmarking process will be used for evaluating the level of
strategy. The designing of strategic evaluation method is important as this will assist in knowing
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about what further changes can be done on the campaign so that more young people and their
parents can be involved. This will also assist the organisers in making relevant changes which
will be important for campaign to be a success among young people and their parents. It has also
been analysed that this evaluation strategy will also assist in making more number of users aware
about the side effects which has been caused because of consuming alcohol in such a young age.
Strategic evaluation: This method will also be used in analysing for making sure that
goals and objectives given for desired campaign is been achieved. In this process the organisers
of usage in alcohol campaign will be engaged in analysing the strategies that could be used
instead of others. It will assist the organisers in making use of different techniques for targeting
the young people. This could only be in condition where they feel that previous strategy was not
being useful. In this method the effectiveness of strategy will be analysed and also corrective
actions will be taken if there is any type of short coming. There is various basis on which the
strategic control works (Nutbeam, Levin-Zamir and Rowlands, 2018). The control of premises
keeps a track on changes which is been done on strategy by organisers of campaign. It will help
in assessing the impact on strategy as well as evaluation. The other one is implementation
control. In this the organisers of alcohol reduction campaign will be engaged in evaluating plans,
programs and projects in order to see whether they can guide organisers of campaign to achieve
the pre-determined goals. In this the organisers of program can be engaged in doing strategic re-
thinking. This will assist them in bringing various changes in campaign that has been started by
them.
The campaign launched on social media will target young people and their parents to
lower down use of alcohol. In this the collaboration will also be done with PHE so that they can
aware users about side effects of liquor. The campaign is being launched for lowering down the
number of parents who encourage their children to drink. For evaluating the performance of
campaign various strategies has been used. Strategic surveillance can also be used to monitor
range of events. This will assist the organisers in knowing about the performance of campaign,
by monitoring and observation. By this they are also been able to analyse gaps. The evaluation
strategy will be designed in way where the operators will be engaged in measuring whether the
number of young people between the age of 16-25 has lower down the use of alcohol or not. This
can be evaluated by conducting an effective survey or also better questions can be asked to them
and their parents related to lowering down the use of alcohol among their children. They will be
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made aware about how the brain is under development in this age and how it can be affected
because of this. This evaluation strategy will be useful in analysing success of campaign which
has been launched (Thompson, Watson and Tilford, 2018).
The other strategy of evaluation which will not be suitable is KPI. In this strategy
basically the performance of each stakeholder is been evaluated from their previous
performance. This is being done basically to know whether the goals and objectives of strategy is
being achieved or not. It is also being done to make sure that stakeholders involved has improved
their performance from past. So, this strategic evaluation method cannot be used in analysing the
success of present campaign which is launched to lower down the use of alcohol. It has also been
analysed that another reason because of which this evaluation strategy cannot be used is, that by
making use of this strategy organisers will not have been able to analyse whether goal has been
attained in specific time frame or not. It has also been analysed that this strategy will not been
able to evaluate the success in reaching out target. This strategy cannot be able to analyse and
evaluate performance level of campaign which is launched.
limitations of the strategy
There are various limitations of the strategy which is been used to analyse the effectiveness
of campaign launched. It has been analysed that there are various difficulties and challenges
which can be faced in measurement of performance level. The success rate cannot be identified
and measured adequately (Fleming, 2020). Various measurement tools are also being required to
analyse effectiveness of the strategic evaluation method which has been used. It has also been
analysed and evaluated that there are chances that some of the results do not come as been
expected. The process of evaluation also included the controlling behaviour of others. It has also
been analysed that it is not easy for this strategic evaluation method to define control. There can
be chances when evaluating the performance level of campaign through survey, the participants
provide wrong information. This can hamper the process of evaluating results. This process
when adopted can be complex and even time consuming. A lots of cost can also be included in
evaluation of strategy. In order to adequately evaluate the campaign lots of strategic planning
and skilled personnel are required. It can be difficult to arrange skilled personnel’s with adequate
training. So all these can be limitation of the strategic evaluation methods used.
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CONCLUSION
From the above study it has been summarised that alcohol consumption has affected mental,
physical and social well-being of young people. It has also been analysed that in order to lower
down usage of alcohol drink-aware campaign was being launched. In this program people were
motivated to avoid drink and driving. The reason was so many accidents happened because of
drink and driving. The strategy faced various criticism. It was also being analysed that the other
campaign was designed to lower down usage of alcohol among young people.
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REFERENCES
Books and Journals
Fleming, M., 2020. The importance of health promotion principles and practices. Health
Promotion in the 21st Century: New approaches to achieving health for all. Allen &
Unwin, London, pp.1-12.
Fry, D., 2020. Language and framing as determinants of the predominance of behavioural health
promotion: an Australian view. Health promotion international, 35(3), pp.624-631.
Kickbusch, I., 2019. Health promotion 4.0.
Nutbeam, D., 2019. Health education and health promotion revisited. Health Education
Journal, 78(6), pp.705-709.
Nutbeam, D., Levin-Zamir, D. and Rowlands, G., 2018. Health literacy and health promotion in
context.
Peimani, M., Nasli-Esfahani, E. and Shakibazadeh, E., 2019. Ottawa charter framework as a
guide for type 2 diabetes prevention and control in Iran. Journal of Diabetes & Metabolic
Disorders, pp.1-7.
Saboga-Nunes, L., Bittlingmayer, U.H. and Okan, O., 2019. Salutogenesis and health literacy:
The health promotion simplex!. International Handbook of Health Literacy, p.649.
Tarkang, E. and et.al., 2019. Risky sexual behaviours among young people in sub-Saharan
Africa: how can parents use the Ottawa Charter for Health Promotion for
change?. SAHARA-J: Journal of Social Aspects of HIV/AIDS, 16(1), pp.77-80.
Tarkang, E.E., Pencille, L.B. and Lutala, P., 2020. Addressing adolescent’s binge drinking in
Cameroon using the five key areas of the Ottawa charter for health promotion:
implication for the spread of HIV-a commentary. PAMJ-One Health, 1(2).
Thompson, S.R., Watson, M.C. and Tilford, S., 2018. The Ottawa Charter 30 years on: still an
important standard for health promotion. International Journal of Health Promotion and
Education, 56(2), pp.73-84.
Whitehead, D., 2018. Exploring health promotion and health education in nursing. Nursing
Standard, 33(8).
Wilberg, A., Saboga-Nunes, L. and Stock, C., 2019. Are we there yet? Use of the Ottawa Charter
action areas in the perspective of European health promotion professionals. Journal of
Public Health, pp.1-7.
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