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PinC
TP-THU-103
Programme of Information and Communication
in support of Gaining Health
De Mei B*, Barbariol P*, Bella A*, Cattaneo C*, Maggio Cavallaro G*,
Dittami A*, Fantozzi L*, Lana S*, Perra A*, Possenti V*, Scardetta P*
* Unit of Training and Communication, National Centre for Epidemiology, Surveillance and Health Promotion,
Istituto Superiore di Sanità, Rome
Background
Investing in prevention and more control of noncommunicable
Global life expectancy could be increased by addressing seven
diseases would improve the quality of life and well-being of people
risk factors affecting health: tobacco use, alcohol abuse; high
and societies. These disorders cause no less than 86% of deaths and
77% of the burden disease in the WHO European Region and are
linked by common risk factors.
values of blood pressure, body mass index and cholesterol; low
fruit and vegetable intake and physical inactivity.
A more equitable share of benefits from effective interventions would
Therefore, the Italian Ministry of health and Regions adopted the
make the greatest impact as health and economic gain to all Member
European Programme Gaining Health by Ministerial Decree on
States. This action-oriented strategy promotes a comprehensive and
May 4, 2007. It is being supported by a national research project,
integrated approach to tackling diseases.
PInC-Programme of Information and Communication.
Objectives
Main Objective
ACTIVATE awareness and empowerment processes for individual and
collective choices of healthy lifestyles, with a set of information
and communication activities to support the objectives of
Gaining Health.
Specific Objectives
1)
IDENTIFY activities and inter-sector agreements in support of
the National Plan of Active Prevention and Gaining Health, to
create a network within sharing goal and messages among all
involved actors
2)
PLAN a strategy for developing messages based upon a solid
evidence, both for general population and specific audiences
3)
PERFORM editorial products and training activities for public
health professionals or not, to increase their core competences
in health promotion.
Methods
It is used a communicative type based on a “participatory
approach”: interactive exchange, listening, dialogue and integration
among all partners facilitate activities promoting healthy lifestyles.
The communication strategy aims to reach targets capillary, at regional
and local levels, with different and combined communication tools.
Information about risk factors, recommendations and support are given
to citizens for making healthy lifestyles easy.
PInC will be also supported by a monitoring and evaluation plan to test
out its effectiveness.
Conclusions
A communication plan supporting Gaining Health is fundamental to
concretise its objectives and to facilitate the exchange mainly
between who works or not in public health and citizens (the real target
of health promotion), to make individual and social responsibility
aware of choices for healthy lifestyles by validating an effective
communication model, usable in Italy.
For more information contact:
Barbara De Mei [email protected] +39 6 4990 4272
The research project “PInC-Programme of Information and Communication to support
the objectives of Gaining Health” has been funded by the Ministry of Health /
National Centre for Disease Prevention and Control (Chap. 4393/2007-Ccm).