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2 AS Health and Social Care

Unit 2: Promoting Good Health Student Coursework Information Booklet

Target Groups



Identifying the Chosen Target Group In this section you will identify your chosen target group and the area of health promotion you have chosen to base your campaign on and then put in some information about them that shows you have researched that particular group. Any current news about the target group (such as cervical screenings for young girls, flu jabs for elderly etc) will look good, as well as identifying current health campaigns that are being aimed at the group. (Don’t go into too much detail here – we will look at government initiatives in more detail later). You should read through a variety of Health and Social Care textbooks to get a feel for the different clients groups, life stages, and what people at that stage may be experiencing before you consider writing this section up. Below are examples of information from a textbook to illustrate what you could put in your work. The reference for this is: Walsh, M & de Souza, J (2000) GNVQ Intermediate Health and Social Care, London: HarperCollins. Examples: Children: Children are in the time of their life when they will require greatest need for intellectual and social attention. They strive to develop friendships and belong to groups, and to be able to explore their surroundings to better develop their understanding of the world. It is a time when they are developing their personality, and they begin to become independent, intelligent, and begin to be able to achieve goals on their own – from as simple as painting a picture through to passing tests. Childhood is a time when control is essential, as children begin to learn what is right and what is wrong. It is a time when anything different is to be pointed out and therefore can be a time when bullying is rife. Childhood can be a perfect time to get people into good health habits, and for this reason certain campaigns have been aimed at this age group – already we are seeing fewer smokers. However – children also copy the actions of others (modelling) and this could be the type of foods parents eat, hence the huge rates of obesity we are seeing now. 2

Teenagers: Teenagers are a group that are going through hormonal changes and are in the transition to adulthood. Puberty can be a time of emotional stress for teenagers as they develop physically and socially. Adolescence is a time when teenagers will suffer pressure to try various different lifestyle choices, such as smoking, binge drinking, exercising, taking drugs, having sexual encounters, and dieting. It is also a time when adolescents are attempting to find their own identities and to socialise with other groups of people in order to learn about themselves, and their own abilities. Adolescence is a time when people need the most advice, but is also the time when advice is most likely to be ignored.

Target groups can include: •Babies •Children – preschool or primary •Teenagers/adolescents •Parents •New mothers / parents •Smokers •Elderly •People at risk e.g. asthmatics, obese •Sufferers of illnesses e.g. arthritis, heart disease

or anyone else you would like to use as target for your campaign!

So what are the elderly advised to do by the NHS? What screening tests should a pregnant woman have? What health risks are currently advertised to smokers? What services are currently provided for information for adolescent’s reg. drugs, STD’s etc? All you have to do in this small section is identify your target group, your health campaign topic and show you have done a bit of research on it. 3

Justification of Target Group AND topic of Health Promotion After having chosen and researched a target group, and after having selected an area of health that would be most pertinent for a health promotion campaign and justify this decision. Justify means to give good reasons for doing a campaign on this topic and for this group. You will need to use some statistical data to support your reasons. Health promotion experts have to be able to show good reasons for spending large sums of money on a campaign – why is there a need for it! This should be at least half a page long, but depending on the amount of research (or common sense) you have it may be longer. If you are aiming for a B grade or better it needs to be at least a page and include a range of good reasons for the campaign topic! For example Take the reasons for promoting a sexual health campaign for teenagers : Reason 1:

Investigate STD rates in 16-24 year olds – You should find that this is the group with the highest rates of STD’s therefore the figures justify the campaign for teenagers.

Reason 2:

Take a look at NE Lincolnshire rates compared to the national average – you could use these figures to justify why a campaign should be run in the Grimsby area.

Reason 3:

STD’s are so easy to prevent – condoms etc

Reason 4:

Most STD’s are fairly easy to treat if they are diagnosed quickly

Reason 5:

Teenagers are more at risk of STD’s due to their lifestyle, peer pressure, level of ignorance etc. Loads to talk about really.

Take a look at reasons for doing a pneumonia/influenza campaign to older adults: Reason 1:

Most likely group to be affected due to decreased immune system efficiency

Reason 2:

Most likely to scrimp on heating in winter

Reason 3:

Most likely to suffer serious effects of illness

Reason 4:

Investigate evidence of local and national rates of poverty and ill health in older people.


Sometimes it’s better to have someone else give their own opinion on reasons for your target group and health topic as it’s easy for you to become focused on several narrower reasons. Ask your teacher for support. The links below will help you find data to support your choice of target group and campaign.


So what do you need to do? 1. Research information about your chosen target group and their health and development needs. 2. Research national and local statistics about the topic in relation to your chosen target group. 3. Justify why your chosen health promotion topic is needed for this group giving detailed information including the statistics to support your decision.


2 target groups