A NEW APPROACH TO IMPROVE PUBLIC ADDICTION LITERACY AND SOCIAL CAPITAL FOR BEHAVIORAL MODIFICATION, USING ADVOCACY, SOCIAL MARKETING, CAMPAIGNS AND SOCIAL MOBILIZATION TECHNIQUES, WITH TOT STRATEGY. (SHEP MODEL)

Background and Aim : Problem : The weakness of the health sector in providing homogeneous and suitable educational content for public and lack of a systematic approach to implementing programs at the national level to province and county levels with the aim of modifying the individual and public health related behaviors. Local setting: In Iran, the Ministry of Health and Medical Education (MOH) is responsible for maintaining and improving public health status. Transferring health knowledge to people is one of the duties of the health staff in all occupational and professional branches. Unfortunately, there are not scientific courses in universities for empowering the students with health knowledge translation and transfer to public audiences. As a result, the students learn experimentally what they need in their work field after they graduate Approach: This educational model has three phases: assessment, implementation and evaluation. Methods : In this study, which is one of the first surveys of its kind, 470 MOH staff and NGOs representatives and youth representatives from red crescent organization (peyman program) from different provinces participated in training workshops based on the Systematic Comprehensive Health Education and Promotion model (SHEP model) for Addiction, and evaluated the effectiveness and satisfaction level of the model.Results : In this study, 470 MOH staff members and NGOs representatives from different provinces participated in two day training workshops with practical team working based on SHEP model addiction topic. At the end of the workshop, participants assessed the effectiveness of this educational model to be 89.98% and the satisfaction rate from the SHEP model was at 91.66% (good and very good).Conclusion : One of the most important lessons learned from this educational model was that trainers such as health staff and health volunteers welcomed intelligible public language translated content in the language of people and the existence of a systematic implementation system. Furthermore, reports and studies conducted in over more than one decade of implementation of this educational model indicate that trainers are empowered by the following techniques and skills. Therefore, people s attitudes and knowledge have improved towards the taught(presented) issues

کلیدواژه ها:

SHEPmodel ، health literacy ، addiction ، TOT ، cascading ، Social capital ، advocacy ، social marketing ، campaigns ، social mobilization