A01: Knowledge and understanding of the topic addressed by your promotion, and a considered and appropriate choice of target group

Topics: Eating disorders, Anorexia nervosa, Bulimia nervosa Pages: 18 (6618 words) Published: February 1, 2014
A01: Knowledge and understanding of the topic addressed by your promotion, and a considered and appropriate choice of target group

For my health promotion campaign, I have decided to promote healthy eating in teenagers to tackle eating disorders such as anorexia nervosa, bulimia, binge eating and eating disorders not otherwise specified (EDNOS) . I have chosen to do this based on several different demographic data, needs, concerns raised by the media and national, local & international targets.

The first thing I needed to do was to identify the needs of the public in order to decide on which health need I should address. The need for a campaign usually comes from either normative need, felt needs, expressed needs or comparative needs. Normative needs are needs defined by medical professionals or experts. It is often when something doesn’t meet specific standards, the need is identified An example of this would be if someone’s blood pressure is above 140/90 mm Hg their blood pressure is considered to be high and suitable interventions should be put in place. . It can also be defined as ‘normal’ needs, which are things like food and shelter which are most often a legal requirement. Felt needs are needs which people believe they have. This relies heavily on an individual’s own perception of their need, and their perception of any discrepancy between what their situation may be and what their situation should be. This is similar to a want and may not actually be required they feel they need. An expressed need is a felt need that is voiced, for example public debates. It often happens when groups of individuals have the same felt need such as a group of individuals debating that their local general practice needs to be larger due to long waiting lists. A Comparative need arises from comparing health services in one area to the services provided in other areas. This usually occurs when one group of individual have access to a health service where the other group do not. For example some types of medication are only available in certain areas in the UK, and only some council authorities offer free ADHD testing.

I am going to use normative, felt and expressed needs in order to determine what I should do my campaign on. I am going to use the normative needs as experts for example experts often talk about healthy eating e.g. the Eat well Plate and guideline daily amounts (GDA). I am going to be informing service users about this need as they may not know this as they aren’t experts themselves. We are also talking to them about how they can get what they need e.g. treatment for eating disorders. Felt needs are defined by the individual, many individuals will not want to develop an eating disorder to the implications they can cause, however they may be privatised so we do not know this for sure. As we will be promoting healthy eating and a healthy lifestyle in order to prevent eating disorders we would be helping them to realise this need. Expressed needs are felt needs that are voiced, as we aren’t talking to the service users we don’t know what their expressed needs are. I am therefore not using this. Comparative needs are when two groups of individuals are compared, I am going to research the local area and comparing it with other areas to see if eating disorders is a particular need, I am therefore going to look for this need and base my research around it.

Demographic data – statistics (Worldwide, National, Local)

Incidence and trends
I have chosen to promote healthy eating to prevent eating disorders. I have chosen this because after researching the demographic data for incidence and trends in consultations for eating disorders and have increased over the past 10 years.

I firstly decided to use the internet to find reputable sites that have information of the incidence and trends of eating disorders. I aimed to get all of my information from UK sources so that is relevant to my campaign. I...
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