Promotion

156 MENTAL HEALTH PROMOTION
Network on Violence Against Women, domestic violence was the focus for its fourth series.
It used prime time radio and TV dramas plus printed materials and integrated social
issues into entertainment formats. The use of radio as well as TV meant that marginalized
rural communities could also be reached. It drew on Bandura’s social-cognitive
theory. The intervention aimed to catalyse community dialogue, mediate shifts in
social norms, facilitate collective action and create an enabling legal environment. The
evaluation combined quantitative and qualitative aspects. Table 6.1 shows the full range
of objectives at the differing levels.
Table 6.1 The Soul City partnership for social change
Levels of change Objectives
Societal: Increase public debate in the national media; and advocate for the
speedy implementation of the Domestic Violence Act.
Interpersonal and community: Promote interpersonal and community dialogue; promote
community action; and shift social norms
Individual: Shift attitudes, awareness, knowledge, intentions and practice;
enhance self-efficacy; increase supportive behaviour; and connect
people to support services.
Soul City reached 86 percent of its target TV audience, 65 percent of its radio
audience and 25 percent of the target audience had seen or read print material.
Knowledge shifts were achieved with increases in those knowing about the helpline. A
number of attitudinal shifts and changes in subjective norms were also recorded. The
qualitative data supported the quantitative outcomes suggesting that the intervention
played a role in enhancing self-efficacy, effective decision-making and facilitated
community action. The implementation of the Domestic Violence Act was attributed
to the intervention.
Community-based programmes
Health Action Zone (HAZ) projects were set up in England in 26 health authority
areas with a history of deprivation and poor health, and covered one-third of the
population. Within the broad programmes there were explicit mental health promotion
activities and action on several determinants of mental health. HAZ was evaluated
both nationally and locally using the theory of change/realistic evaluation model.
In making measurable impact on health inequalities, the three year funding period
was a short time over which to achieve changes. The resources available to the projects
were modest in relation to addressing the root causes of ill health. In reviewing
achievements, challenges and opportunities, Bauld and Judge (2002) concluded that
progress had been made on the seven HAZ principles: achieving equity; engaging
communities; working in partnership; engaging frontline staff; taking an evidencebased
approach; developing a person centred approach to delivery; and taking a whole
systems approach. Within the individual HAZ projects a wide variety of innovative
activities had been undertaken and positively evaluated.
Where mental health was concerned the HAZ projects could make an indirect
impact through addressing the root causes of mental health inequalities, and more