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Health promotion impact evaluation: ‘Healthy Messages Calendar (Te Maramataka Korero Hauora)’ 

Heather R. Robertson, RN, MA, MCNA(NZ), Clinical Nurse Manager, Well Child, Tairawhiti District Health, Gisborne  


Stephen Neville, RN, PhD, FCNA(NZ), Senior Lecturer, School of Health and Social Services, Massey University, Auckland

Robertson, H. R., & Neville, S. (2008). Health promotion impact evaluation: ‘Healthy Messages Calendar (Te Maramataka Korero Hauora)’. Nursing Praxis in New Zealand, 24(1), 24-35

Abstract

A health promotion intervention, the ‘Healthy Messages Calendar (Te Maramataka Korero Hauora)’, was produced by the combined efforts of a number of community groups and provided free to every household in Tairawhiti. The purpose of the present study was to evaluate the project to determine if it was an effective health promotion tool for the dissemination of health information. Qualitative data were obtained from five focus groups; four of which were selected cohorts in the community and one from the stakeholders or key players in the development of the calendar. Data were analysed using a general inductive approach as offered by Thomas (2004). Results indicated the calendar was a valuable health promotion tool that provided appropriate health information to the people of Tairawhiti. Focus group feedback showed an overwhelmingly positive community response to the calendar. Local production and use of children’s artwork and Maori translations to promote messages ensured that the calendar was well received by the local community. The results highlighted the positive link between health promotion practices and the health needs of a local community. 

Key Words: Health promotion, inequalities, impact evaluation, Maori health.  

Introduction

Tairawhiti is comparatively isolated being situated on the East Coast of the North Island of New Zealand. In 2001 there were 43,971 people living in Tairawhiti (Statistics New Zealand, 2006) with a relatively high Maori population of around 42.4% (Tairawhiti District Health (TDH), 2004). This is the highest proportion of Maori for a District Health Board. Tairawhiti has a significantly higher overall mortality rate, as well as lower life expectancy when compared with other parts of New Zealand. Those most affected are Maori who have the highest needs of any ethnic group in this region. The Tairawhiti region also depicts a more deprived socio-economic picture than the rest of New Zealand, with lower levels of education, lower average incomes, higher unemployment rates and higher benefit use. The case linking socio-economic disadvantage to poorer health is identified in the New Zealand Maori health statistics  …cont.
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