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B900PPUBHHP Public Health and Health Promotion

Published : 20-Sep,2021  |  Views : 10


Written assignment You have been asked by your Director of Public Health to develop a proposal for a new programme or intervention. You may select any country setting in which to develop this work. The number of words in brackets after each section indicates a suggested word limit, and percentage contribution to total marks. Use the structure outlined below to organise your written work. The management tools for your programme will be your log frame and Gantt chart. 


Raising Awareness about Dementia in the Community of Portsmouth, United Kingdom

Linking Strategy to a Program of Work

Raising Awareness about Dementia in the Community is an awareness campaign that will be rolled out to sensitize the Portsmouth community on dementia. For a very long time, dementia has been a major issue of health and social concern in healthcare. Dementia is a mental condition which refers to a decline in cognitive abilities such as memory loss of an individual. An example of dementia is Alzheimer's is the most common type of dementia. The severity of dementia makes it interfere with the normal functioning of an individual and makes it impossible to perform daily activities in the right manner.  

The awareness initiative is important because it will help in addressing the problem of dementia in Portsmouth. Portsmouth is one of the places in the UK in which dementia has been affecting people. Many people have been impaired because of the condition. It has affected people’s mental and thinking capabilities and hindered them from leading a normal life like the rest of the society. The awareness efforts will be used in supporting the people with dementia by providing them with the necessary assistance that they need. Apart from having difficulties in their normal daily activities, dementia patients have been facing a problem of discrimination. Many people stigmatize the dementia patients because they are perceived as less important and misfits who should not be accepted as part of the society.  

The awareness program will also be designed to address the plight of the people who care for the dementia patients. Just like the dementia patients, the carers also face a problem of stigmatization. They have been discriminated and looked down upon by the members of the community. However, this is wrong and should be avoided because it does not add any value to the life of the people with dementia conditions or their carers. It is for this reason that the awareness campaign is launched to help in sensitizing the society by informing them that these people are equally important and should be treated with the respect and dignity that they deserve.

The short and long term effect of the campaign program is that it will help in improving the overall quality of the health and social care provided to the people with dementia as well as their carers. Despite making efforts to improve the quality of health care in the country, UK has not been delivering satisfactory services to the dementia patients. Therefore, the program will be relied upon to inform everyone including the healthcare providers to provide the necessary support to the patients. To achieve these goals, the awareness will be organized by coming up with a well-designed program to help in reaching the target population.  The program will incorporate the services of all the concerned stakeholders who should be relied upon to sensitize the healthcare providers, policy makers, and the general public at large to empower them to adopt the required behavior change that will help in creating a conducive environment for the dementia patients.  

Developing Program of Work


The awareness program will be done in Portsmouth. It will be targeting the Portsmouth is one of the densely populated cities in the UK. According to the Office of National Statistics (ONS), Portsmouth had a population of 213,000 people in 2016. Whereas 84% of this population is composed of whites, the remaining 16% is made up of non-whites. In terms of the prevalence of dementia, Portsmouth is worse-off. The statistics show that in December 2016, the city had a total of 1,485 people who had been diagnosed with dementia. In fact, its diagnosis rate stands at 73.4%. It is therefore clear that the awareness program is necessary because it will seek to address the persistent challenge of dementia by advocating for a safe environment for all the dementia patients.


Intervention Strategies

The awareness campaign will only be done in Portsmouth. It will concentrate on dementia because it has been recognized as one of the major issues on concern in the city. The people with dementia condition should not be discriminated whatsoever because they are just like any other human being who deserves equal treatment, respect, and dignity. Therefore, to accomplish all these, the campaign will be done using two strategies: media-based campaign; and hospital-based campaign.

Use of Media to create Awareness     

After identifying the Portsmouth community as the target population, the program will apply the use of media to reach them. Here, different kinds of media platforms such as television, radio, newspapers, and social media will be utilized. Each of these media will help in disseminating the information to the target population. These media platforms are appropriate because each of them is associated with a specific category of population. When using the media, the information will be prepared then published in all the media that are identified for use in the campaign.

The advantage of media campaign is that it will enable the program planners to get access to everyone in Portsmouth. Mass media is an important tool for reaching the entire population because nearly everyone has access to broadcast, print, or electronic media. Each segment of the population is affiliated to at least one of these media platforms. For example, whereas the youth prefer social media, the rest of the adult population can be accessed through the radio, television, and newspapers. This implies that if these media are used, all the members of the target population will be reached. Despite enjoying these advantages, the use of media to roll out the campaign is not too effective because of its drawbacks.

The disadvantage of mass media is that it can be costly. It can be so expensive to place adverts in all the media outlets in the available radio, television, newspapers, magazines, and websites in Portsmouth. Meaning, for the program to be properly executed, a lot of money will have to be utilized. This is the only way through which the adverts can be sustained and made available to the target population within the required duration. On the other hand, the media might not be accessed by everyone because of financial constraints or any other challenges. There are some people who are not associated with any form of media. Such people cannot benefit from the media-based campaigns whatsoever. These are risks which need to be adequately managed and mitigated before they cripple the program.

Providing of Awareness at the Healthcare Facilities

Apart from the use of media, the awareness campaign will be done by using healthcare professionals to sensitize the patients, carers and the public. This intervention differs from media campaign because it will be mostly done at the healthcare facilities. It will be done by involving the healthcare providers to teach people on many issues regarding the dementia condition. The teaching provided should touch on the role of respect in the management of dementia. Here, the public will be educated that they should not engage in any form of discrimination and stereotyping because it interferes with the fight against the condition.

The advantage of this intervention is that it is more effective because it is provided by professionals. The program will be run by the healthcare providers who have a deeper understanding of the magnitude of the problem. These people have been working in the field for a long time. So, they know exactly what to do to help in addressing the problem. At the same time, the practitioners can greatly bring a behavior change on the public because they possess competencies that they can use in communicating with the people. At the same time, healthcare providers are influential people whose services can be readily accepted. They can therefore be relied upon to sensitize everyone including healthcare providers, carers, and the general Portsmouth public on how to improve the quality of life of the people with dementia disorder.

Nevertheless, the disadvantage of this intervention is that it cannot be effective in impacting on a larger section of the population. Since the intervention will rely on the medics, it might not benefit everyone in the society especially those who do not get an opportunity to go to the healthcare facilities. This is because the services will be based at the healthcare facilities and requires the people to be physically present. However, this does not mean that this strategy will not work. It can be a success if properly planned and managed. To do so, the medics need to be competent professionals who can properly handle the patients. Similar results can also be obtained if the people are mobilized and encouraged to participate in the program.  

Organization and Management of the Program and Resources        

In order for the program to be a success, it should be properly organized by taking the necessary measures to do carry out all the activities as required. The first thing to do is to have a proper plan and decide in time on exactly what to be done during the campaign. Besides, a thorough analysis should be done to ensure that all the risks are identified, managed, and properly mitigated before causing unnecessary inconveniencies. Furthermore, all the necessary resources should be availed and properly utilized. The program is an extensive activity that will require combination human and non-human resources such as finances, materials, stationary, and many others. The program will incorporate the contributions of nurses, mental health specialists, psychiatrists, therapists, social workers, legislators, and policy-markers. All these professionals should be actively involved and given an ample opportunity to collaborate with one another right from the beginning up to the end of the program. Finally, the program should be objectively monitored and evaluated to ensure that they are properly done.  


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