the basics - World Health Communication Associates

BOX 1 : SIX DOMAINS OF INFLUENCE ON HEALTH LITERACY(adapted from Kickbusch & Maag 2008)Health systems — Health systems play a major role in developing individual andpopulation health literacy skills. Health systems can be made more health literacyfriendly in a variety of ways. Workers may be trained to recognise the specific needs ofusers and assist them in navigating systems. Information—such as forms, signs andletters—can be made more accessible and understandable. If done appropriately, thiscan help align system demands to user skill levels and improve user ability to accesshealth systems, assess risks, select appropriate pathways of care and engage in selfcare.Health systems can also advocate for and shape the ‘health literacy friendliness’of other systems and settings. They can do this by raising awareness of the negativehealth consequences of weak health literacy skills and, importantly, identifying goodpractice and advocating for more effective policies and interventions.Educational systems — Schools and other formal and informal educationalestablishments play a major role in developing literacy skills and fostering literacyin all countries. They help children and adults to learn about what influences theirhealth, the impact of the choices they make and where to find reliable information tosupport decision-making. Learning may have benefits in terms of improving attitudesto and competencies for engaging in positive health behaviours and making best useof health services. Literacy improves employment prospects (with associated healthgains), either by helping individuals to move out of unemployment or throughaiding progression in the labour market. Adult participation in learning may also bebeneficial for the next generation in terms of improving their chances of learning andhealth outcomes. The development of such literacy skills should be a priority andincluded in all school and adult education programmes, with particular emphasis onparental involvement in early years education.Media marketplaces — For many people, media marketplaces are a main sourceof health information. These marketplaces shape people’s health perceptions,behaviours and choices. Commercial and political interests often dominate, withinterested parties using sophisticated communication techniques to sell theirproducts and ideas. Public health advocates need to learn from commercialadvertisers and marketers. They can use the same approaches to help people makehealthier decisions when choosing goods and services. This could also serve tocounteract the negative influences of industries—tobacco, alcohol and fast food14SECTION 1: WHAT IS HEALTH LITERACY?