HEALTH PROMOTION PROJECT

by Emma Grant

What is health promotion? In brief, health promotion is usually either a government initiative or commercial idea to make people aware and responsible for their own health. This can be approached by many methods such as providing information about health risks and hazards, by getting people to participate in learning techniques or organising individuals to act collectively in order to change their physical and social environments. These can be achieved through such methods as leaflets, posters, magazines, newspapers, the internet, keep fit and slimming classes and campaigns such as ‘Cycle to work campaign’ or ‘Campaigns against phone masts’. Most promotion material is geared towards particular target groups such as teenagers, middle aged men, children, OAPs and pregnant women. The target group that I will be looking at for this project is pregnant women. My main reasons for choosing this group is because I have 3 children and understand why information to pregnant women is so important and why they are particularly vulnerable. Pregnant women are at a fairly fragile/critical part in their lives and whilst not ill, they can often be overlooked in terms of provision of health care, especially in their first trimester. I am also interested to see if or how health promotion has improved and developed since my last pregnancy. For example whether development in research has bought about any new information that I was not aware of during my pregnancies. Also how promotion techniques into this focus group have advanced.

The first piece of health promotion material I will be looking at is a leaflet (1), produced by the Health Education Authority, titled ‘Give your baby a head start’. The purpose of this leaflet is to make women aware of the risks of smoking during pregnancy and to give them advice on how to give up. The first page of the leaflet has been written in such a way as to try and scare women into giving up. This has been done by using a celebrity who has suffered the unfortunate event of losing a baby to cot death. The lady has written a small piece on how giving up smoking reduces the risk of cot death. Rather than just listing the risks that smoking has to the individual the leaflet try’s to appeal to the readers protective maternal instincts by ensuring that they are aware of the reduction of physical harm giving up smoking will have on their unborn child. The leaflet then goes on to give the reader a stop smoking plan. This leaflet is useful in the fact that it gives the reader some insight into what damage smoking in pregnancy can do and also gives a fairly comprehensive plan to help the reader quit. In my view though, I feel that it is not exclusively geared towards pregnant women, to me it is another standard ‘Give up smoking’ leaflet with a small section geared towards my focus group. This section could be improved to give a more in depth view of the risks and damage caused by smoking. I also feel that the use of the celebrity is not necessary mainly because it is not actually stated whether she smoked during her pregnancy, therefore we do not know whether her piece is actually relevant for this leaflet.

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The second piece of material is an article from the Baby Centre website (2) titled ‘Why you need folic acid’. This article starts with informing the reader on why, during pregnancy, it is important to take folic acid and gives details of the birth defects taking this supplement can prevent. It then goes on to inform the reader of how much folic acid is needed, for how long and what are the best food sources. I found this extremely useful as often pregnant women are just told to take folic acid supplements in tablet form up until 12 weeks ...

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