A model of behaviour change, used in health education campaings is the Health Belief Model. This model states that, in order for an individual to change their behaviour, they must believe that:
-The threat to their health is real and serious
-The benefits over weigh the costs, i.e. that the fact that they would actually consider changing their behaviour towards a health issue, only if they feel that they will be more benefited from doing so.
The Health Belief Model is a framework for motivating people to take positive health actions that uses the desire to avoid a negative health consequence as the prime motivation. For example, HIV is a negative health consequence, and the desire to avoid HIV can be used to motivate sexually active people into practicing safe sex. Similarly, the perceived threat of a heart attack can be used to motivate a person with high blood pressure into exercising more often.
It's important to note that avoiding a negative health consequence is a key element of the HBM. For example, a person might increase exercise to look good and feel better. That example does not fit the model because the person is not motivated by a negative health outcome — even though the health action of getting more exercise is the same as for the person who wants to avoid a heart attack. (http://recapp.etr.org/recapp/index.cfm?fuseaction=pages.theoriesdetail&PageID=13)
The key concepts of the Health Belief Model iclude:
- Perceived susceptibility - This is the belief of an individual about how likely it is for a particular condition to affect their health.
-Perceived seriousness - Person's belief about how a disease or a health condition would afect them, i.e consideration of how serios the consequences of a disease are.
-Perceived benefits of taking action - Person's consideration about what would happen if they take an action against a disease or health