10:832:356 Lecture Notes - Lecture 8: Puffery, Counterargument, Health Promotion

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Lecture #8: Health Promotion Education or Indoctrination
I. Changing Bad Health Behaviors
Seeks to decrease chronic and infectious diseases and injuries.
However, hard to change ingrained behaviors.
Must EDUCATE and provide INFORMATION.
Public health is responsible for effectively promoting good health practices.
Must use modern media and advertising to reach these goals. !
II. How Can the Government (Through Public Health Practitioners) Have its Voice Heard?
1.) Public Service Announcements.
2.) By controlling, constraining or compelling speech in the marketplace.
3.) Requiring labeling of inherently dangerous products.
III. Health Promotion Through Education
Considered the “least restrictive means” of health policy promotion.
Provide information to the public without compelling or requiring specific health behavior.
Allows people to make their own decisions regarding health, in an informed manner.
Least paternalistic method of persuasion!
IV. Social Marketing in Public Health and its Ethical Implications
Social Marketing- Using marketing to design and implement socially beneficial behavior.
Used by CDC, USDHHS, and other governmental agencies, both domestic and foreign.
Successful social marketing campaigns:
Increasing fruit/vegetable consumption.
Promote breastfeeding.
Promote physical activity.
Decrease fat consumption.
Eliminate leprosy (foreign campaigns).
Promote immunizations (foreign campaigns). !
V. Social Marketing Defined
A program-planning process that applies commercial marketing concepts and techniques to
promote VOLUNTARY behavior change.
Offers incentives/ consequences to behavior in order to invite voluntary changes.
“Successful” Social Marketing Campaigns in Public Health:
TRUTH (anti-tobacco).
TeenEsteem.
MADD/SADD.
VI. Discussion Question
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