How Media And New Communication Technology Can Be Used To Enhance Health Literacy Among Children At School Age - PowerPoint PPT Presentation

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How Media And New Communication Technology Can Be Used To Enhance Health Literacy Among Children At School Age

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Title: How Media And New Communication Technology Can Be Used To Enhance Health Literacy Among Children At School Age


1
How Media And New Communication Technology Can Be
Used To Enhance Health Literacy Among Children
At School Age
  • Dr K Vijaya
  • Director
  • Corporate Marketing Communication Division
  • Health Promotion Board, Singapore

2
Health Literacy
  • The degree to which individuals have the capacity
    to obtain, process, and understand basic health
    information and services needed to make
    appropriate health decisions.

3
Importance of Health Literacy
  • Improving health literacy is one of the goals and
    objectives set by the U.S. Department of Health
    and Human Services in Healthy People 2010.

4
Application of Health Literacy
  • Health promotion
  • Health protection
  • Disease prevention screening
  • Care maintenance
  • Access to care navigation of system

5
Benefits of Health Literacy
  • Improving the health literacy of school-going
    children will empower them to
  • Make the right decisions in their adult age
  • Reduce their chances of contracting diseases
  • Reduce the need for hospitalisation

6
Promoting Health Literacy in Schools
  • Schools play a critical role in building health
    literacy
  • Classroom environment is conducive for
    dissemination of knowledge

7
Promoting Health Literacy in Schools
  • Disadvantages
  • Didactic instructions no longer favored by
    Generation Y
  • What is taught in schools (theory) may not be
    applied in practice
  • Advantages
  • Accurate information provided in a captive
    setting
  • Students can be assessed on their knowledge

8
Influence of Media onHealth Literacy
  • Youth exposed to mass media, Internet, mobile
    technology
  • Youth influenced by peers, celebrities and media
  • Consistency of messages taught in schools and
    media

9
Promoting Health LiteracyThrough Media
  • International examples
  • Weaved into popular US TV shows
  • Story of patient suffering from HIV in ER
  • HIV-prevention storyline in Bold The Beautiful

10
Promoting Health LiteracyThrough Media
  • International examples
  • Use of media to educate Canadian youth on health
    risks of tobacco
  • Interactive microsite in Australia to teach youth
    how to react to different situations
  • US website for youth on sexuality, relationships
    etc

11
The Singapore Experience
12
Opportunities for Raising Health Literacy
  • Literacy rate 95.4
  • Compulsory education for 6 years at Primary level
  • Health education part of core curriculum in
    schools
  • Universities and schools require students to
    submit projects and homework online

13
Penetration of Internet Among Singapore School
Children
  • 74 of households in public housing and 92 in
    private housing have at least one computer
  • 88 of households with school-going children have
    at least one computer
  • Computer usage
  • 10-14 yrs 85
  • 15-59 yrs 68

14
Internet Activities in Singapore
Internet activity 10-14 yrs 15-59 yrs 60 yrs above
For communicating 78 86 61
For getting information 67 81 59
Other information or general web browsing 59 69 25
Playing or downloading online games 58 31 0
For education or learning activities 52 32 28
Downloading or listening to online music 25 35 9
Related to health or health services - 26 69
Creation of own blogs 12 10 5
Reading blogs created by others 4 17 9
Source 2006 Annual Survey on Infocomm Usage by
IDA
15
Singapores Mobile Penetration
  • Penetration rate is 106.8
  • Some own more than one mobile phone.

16
Traditional New Communication Technology
  • Utilised to enhance health literacy among
    Singapore school-going children

17
Multi-channel Marketing
Reach out to Singaporeans
18
Target Groups and Channels Used
Target Group Programmes Channels
Parents with kids Childhood Injury Prevention Programme Hand, Foot Mouth Disease Myopia Parenting magazine, radio, press, television
Kids aged 5 to 12 years Childhood Injury Prevention Programme Hand, Foot Mouth Disease Myopia Television
Youth in Secondary School Youth HIV/AIDs Mental Wellness Press, magazines, radio online outdoor media events
Youth in tertiary institutions STOMP AIDs Smoking for Young Women Peer-to-peer marketing, press, outdoor media, events, electronic mailers
19
New Media
  • Initiatives
  • HPB Online
  • Podcast
  • Youth Health Blog
  • Audible Heart peer led online counselling
    service
  • Mobile initiatives
  • Diet Tracker
  • Heart Rockz health messages via mobile phones
  • SMS Voting

20
New Media
  • Other youth microsites
  • Healthy Lifestyle microsites
  • Food Info Search
  • Osteoporosis microsite
  • Health Information Centre
  • HealthZone
  • New youth website

21
Impact of Media New Media Technology on Health
Literacy
  • Measured through
  • Surveys
  • Focus groups
  • Pageviews, visits, hits to website

22
In Summary
  • Traditional and new media can be used both
    directly and subtly to influence school
    children's behaviour and cognitive thinking on
    health issues.
  • Important stage in their lives, when they are
    formulating their own identities and are still
    receptive to learning healthy lifestyle practices.

23
In Summary
  • Media and new communication technologies can be
    used to complement existing health education
    strategies implemented in schools.

24
In Summary
  • Repeated reinforcement of health messages through
    different channels can increase the rate of
    recall and awareness among school-going children,
    and be more likely to put into practice what they
    have learnt.

25
Acknowledgement
  • Mrs Sarojini Thanarajah
  • Ms Vanessa Tan

26
Thank You
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