| Resum: |
CHANGE Project (Care of Health Advertising New Goals for Elderly people) comprises a variety of different approaches concerning health issues for elderly people. It ranges fr om theoretical explanations of ageing and well-being of elderly people (biological, psychological and social theories), through the role of communication and social relationships for elderly and suggestions for solutions (e. g. social marketing approach) up to the state of the art of elderly people as well as health promotion practices in the participating five European countries (Lithuania, Spain, Italy, Austria, Poland). Following a short general introduction to the topic (Chapter 2), the aims and goals of the CHANGE programme are presented. Subsequently the relationship between mind and body and the state o f health of elderly people (Chapter 3) is discussed by investigating theories of social and mental representations of health and illness. The next chapter -Theoretical Models on Ageing and the Promotion of Well Being (Chapter 4) - primarily tries to give a short overview about different ageing theories ranging from biological, psychological, social, gerontological up to behavioural explanations. The aim is a careful analysis of theoretical approaches to the promotion of health and well being in order to design us eful and efficient training models and interventions which should motivate elderly people to remain active. Finally, the limitations and strengths of these theoretical models are discussed a nd analysed in a conclusive chapter. Chapter 5 of the report emphasises theories of communication and the role of social relations and emotions in communication processes of elderly people. After highlighting the existing conne ctions between quality of social relations and health, the relevance for the programme CHANGE as well as useful suggestions for interventions are given. Concerning children and young people, the Prosociality concept (as discussed in Chapter 6) has been often studied in regard to the benefits for personal and interpersonal development. When it comes to the issues of elderly people, it helps to understand the process of relations between individuals and hence to improve their quality of life. The importance and benefits of Prosociality (higher levels of group cohesion, solidarity, participation, co-operation, motivation, etc. ) and their impact on health issues are illustrated in this chapter. The result is a critical summary highlighting the relevance of Prosociality for the CHANGE project. Chapter No. 7 exemplifies the Social Marketing concept. Based on marketing principles the concept tries to influence and adapt the behaviour of target audience for the benefit of society (in creased public health and safety, benefits for environment and communities) and individuals. After pointing out the standards of Social Marketing practice, general applications for social ma rketing theories as well as specific applications for the CHANGE project are given. Chapter 8, Characteristics of Elderly people, gives a rather general overview depicting the demographic aspects, socio-cultural scenarios, social developments, structural indicators on healt h (mortality & morbidity rates), nutrition issues and the importance of physical activities. Taking into consideration various efforts how to reduce the problems of ageing – such as different cultural approaches, society norms, available information, economic factors, social develop ment, patterns of mobility and transport etc. – an attempt has been made to increase the awareness of the planners of co-ordinated action programmes towards ageing issues. Chapter 9 examines the Interaction between mediators and elderly people. In this case, mediators may be doctors, gerontologists, nurses, physiotherapists, psychologists, social workers, phar macists, etc. This chapter tries to highlight the exchanges between professionals in healthcare and receivers of the health care system. Such exchanges are possible in many ways (verbal vs. non-verbal, oral vs. written, personal vs. impersonal, etc. ). In the following, intrapersonal as well as interpersonal aspects of communication are described. The latter depicts communication processes between mediators within the health care system an d elderly people and discusses social skills training for professionals. Finally, an overview of relevant areas for the CHANGE project is outlined. The last part of the report (Chapter 10) lists the particular country reports on elderly people, health issues and health promotion in each of the participating countries - Lithuania, Spain, Italy, Austria, and Poland. Hereby each country provided an overview about specific demographic and health indicators, lifestyles of elderly people and concerns for health in their respective countries. Examples of good practice in health promotion for elderly people give a n idea about different programmes that have already been implemented. Furthermore they serve as examples for further campaigns since they promote active ageing and support the designing and implementing of a training model for social sanitary mediators. |
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(Factum Chaloupka & Risser OHG)
