Underlying - Strategic Approach Underlying Conceptual Framework: A Health Competent SocietyHealth competence means being prepared and having the resources to respond appropriately to health situations as they arise. It is not an either/or condition; rather it lies along a continuum from low to high. The more health competent a society and its members are, the more positive health outcomes will be achieved. Individual, social and structural change come together to produce health-competent societies; thus, improving health behavior requires change at four levels of society.
Policy Level: Create enabling environments at the national, regional, and community levels by increasing and channeling political will through advocacy and coalition building; development of shared vision, goals, policies, and strategies; development of unifying themes and approaches; improving the climate of public opinion around health issues; and coordination among core health, education, and governance interventions.
Service Level: Improve health service systems by increasing the effectiveness of client/provider interactions; increasing client access to accurate and useful information; strengthening links between service facilities/providers and communities; and promoting quality service delivery.
Community Level: Mobilize communities through local partnerships, community participation in planning and implementation of health activities, and capacity building.
Family and Individual Level: Involve individuals in healthy lifestyles by increasing the knowledge, attitudes, and skills needed to enact health behaviors; mobilizing social support; building self-efficacy; and creating opportunities for families to be “producers of good health.”
The more these four domains can be improved in support of healthy behaviors, the greater the health competence of the society, and the more likely health improvements will occur and be sustained.
Overarching StrategiesThe following overarching strategies will drive the Communication Partnership for Family Health program:
Integrate across strategies, channels, and tactics by framing all program activities under a comprehensive, coordinated, big tent brand. The slogan for this brand is “Our Health, Our Responsibility”.
Support and build on relevant current programs foundations and national strategies and grow from there.
Integrate communication across relevant health program sectors.
Frame health competence communication around life-stage segmentation.
Coordinate across health and relevant non-health sectors.
Identify, create and work with local Community Health Committees (CHCs) that will take an active role in incorporating health issues and programs into their local agendas.
Develop systems for sustainability in behavior change communication.