Health Promotion and Policy:

Introduction

Health promotional campaigns are beneficial for the society, where the social communities are acknowledging new information and latest updates about being healthy and improving their standard of living (Collins et al., 2014). The aim of the study is to evaluate the campaign named Change4life.

Campaign overview

Change4life is the first social marketing campaign of the country, England, where the campaign is mainly for tackling the issue of obesity among the people, as having obesity is dangerous in terms of mental as well as physical health (Milton and Bauman, 2015). It is a high time for the health care professionals to introduce such campaign so that it would be beneficial for the social communities. The aim of the Change4life campaign is to help the families make small, sustainable yet and significant improvements to their diet and activity levels. The objectives of the Change4life campaign are, .

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  • To proto healthy life style
  • To encourage the people for having daily exercise
  • To raise awareness among the people about healthy diet
  • To increase standard of living of the individuals
  • To improve mortality rate of the country

The Change4life campaign is organised by the Public health England (PHE) which is the first government initiative taken place in the country in the year of 2009. Hence, the Change4life campaign focuses on developing national social marketing campaign for health promotion where the main target of the PHE is to tackle the causes of obesity (Croker, Lucas and Wardle, 2012)..

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Context of campaign

The campaign is fruitful for the society, where PHE took initiative to raise awareness among the individuals, where in the recent years; the numbers of people suffering from obesity is increasing at a rapid rate. According to the health survey England, the obesity rate in the year of 2017 was 28.7% which is high and it is important for the government to tackle the causes of obesity, so that it would be possible for the government to maximise wellbeing of the individuals and improve the habit of healthy life style (Croker, Lucas and Wardle, 2012). In this regard, as per the social determinants of health, the determinants are education and literacy, income generation, economic class, social and physical environment, healthy child development and personal health practice. These are the major determinants which helps the people to stay safe and healthy. The Change4life campaign is effective, where PHE focuses on supporting all the people in the economy irrespective of their economic condition and physical environment. The government of the England is efficient to take initiative to support the individuals according to their economic class and personal health care practice. In this regard, the government implements the legislations of health care such as Health and Social care Act 2012 in England, Human Rights Act 1998, and Equality Act 2010. .

The campaign is fruitful for the society, where PHE took initiative to raise awareness among the individuals, where in the recent years; the numbers of people suffering from obesity is increasing at a rapid rate. According to the health survey England, the obesity rate in the year of 2017 was 28.7% which is high and it is important for the government to tackle the causes of obesity, so that it would be possible for the government to maximise wellbeing of the individuals and improve the habit of healthy life style (Croker, Lucas and Wardle, 2012). In this regard, as per the social determinants of health, the determinants are education and literacy, income generation, economic class, social and physical environment, healthy child development and personal health practice. These are the major determinants which helps the people to stay safe and healthy. The Change4life campaign is effective, where PHE focuses on supporting all the people in the economy irrespective of their economic condition and physical environment. The government of the England is efficient to take initiative to support the individuals according to their economic class and personal health care practice. In this regard, the government implements the legislations of health care such as Health and Social care Act 2012 in England, Human Rights Act 1998, and Equality Act 2010.

Evaluating Change4life campaign

As per the health promotional theories and concept, there are five approaches of health promotion which re behavioural change, medical, educational, client centred and social change, the PHE focuses on the approaches to promote healthy life style so that the individuals can get proper support and quality care from the health care professionals. The campaign is successful to provide medical help to the individuals, who are suffering from obesity, as well as, there are behavioural change and educational activities, where the PHE aims at promoting healthy life style through educating the societies across the country (Collins et al., 2014). Sharing effective information, educational training and convincing for behavioural change are fruitful for the society t tackle the cause of obesity. Apart from that, leading social change towards healthy life style as well as developing client centred approach under Change4life campaign are also beneficial for assessing the client’s needs and developing proper care plan, dietary chart and influencing the people for healthy eating behaviour and doing daily exercise (Piggin and Lee, 2011). On the very first year of launching the campaign, it was successful where over 400000 families were joined in the campaign. Over 1 million mothers claimed that they are successful to change their child’s behaviour towards healthy eating and daily exercises. Thus, the campaign is a successful one, where PHE is effective to promote healthy lifestyle among the people and influence them for daily activities, exercise and healthy eating habits (Wrieden, and Levy, 2016). The weaknesses are lack of development of client centred approach and absence of diverse workforce. .

Conclusion and recommendations

The Change4life campaign is successful for healthy grow and healthy weight of the children, promoting healthier food choice, creating incentives for better health and building physical activities among the people to stay safe and healthy in future. It is necessary for the Change4life campaign to develop client centred approach for giving personalise advice and support, and it is possible through acknowledging the personal needs and preferences of the clients as well as enhancing one to one communication and cooperation. It is also necessary for the campaign to manage diverse workface so that the employees can utilise their diverse skill and knowledge to assess the patients and understand their life style to guide them further and influence them for tacking the causes of obesity and maximising their standard of living. .

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Reference List

  • Collins, M., Mason, H., O’Flaherty, M., Guzman-Castillo, M., Critchley, J. and Capewell, S., 2014. An economic evaluation of salt reduction policies to reduce coronary heart disease in England: a policy modeling study. Value in Health, 17(5), pp.517-524.
  • Croker, H., Lucas, R. and Wardle, J., 2012. Cluster-randomised trial to evaluate the ‘Change for Life’mass media/social marketing campaign in the UK. BMC Public Health, 12(1), p.404.
  • Evans, B., Colls, R. and Hoerschelmann, K., 2011. ‘Change4Life for your kids’: embodied collectives and public health pedagogy. Sport, Education and Society, 16(3), pp.323-341.
  • Milton, K. and Bauman, A., 2015. A critical analysis of the cycles of physical activity policy in England. International journal of behavioral nutrition and physical activity, 12(1), p.8.
  • Piggin, J. and Lee, J., 2011. ‘Don’t mention obesity’: Contradictions and tensions in the UK Change4Life health promotion campaign. Journal of health psychology, 16(8), pp.1151-1164.
  • Wrieden, W.L. and Levy, L.B., 2016. ‘Change4Life Smart Swaps’: quasi-experimental evaluation of a natural experiment. Public health nutrition, 19(13), pp.2388-2392.

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