Zoe Morgan
Unit 20: Promoting health education.
P2- Explain two models of behaviour change that have been used in recent national health education campaigns.
M1- Assess how the social context may influence the ability of health education campaigns to change behaviour in relation to health.
Health belief model, 1952
The health belief model was originally developed in 1952 as a method which explains and predicts preventative health behaviour. The health belief model predicts whether health behaviour will change after considering two different thought processes. These two thought processes are personal threat and benefits and costs. Personal threat is the thought of what the threat to their health will be and how real and serious it is. Benefits and costs is the thought of the benefits of taking the suggested action outweighing the barriers.
The key concepts in this model are:
  * Perceived susceptibility- This is a person’s perception of how likely it is that they will get a condition that will affect their health.
  * Perceived seriousness- This is a person’s beliefs about how a disease or condition would affect them. For example the difficulties that a disease would create, this includes pain and discomfort, loss of work time, financial impact and difficulties with family.
  * Perceived benefits of taking action- This is once the person has accepted the susceptibility to a disease and they have recognised that it is serious, someone may then be motivated to act and attempt to prevent the disease,
  * Barriers to taking action- These are the reasons why the action may not have taken place, however the person may believe in the benefits of taking action. Barriers to taking action may be due to the nature of the treatment or preventative measures, these may be expensive, unpleasant, painful and upsetting.
  * Cues to action- A cue to action is when the individual may get a cue for the desired behaviour, for example a woman may get a call from the...

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