This chapter considers the importance of evaluation in understanding the effectiveness of your health promotion program and highlights the value of knowing why something does or does not work. It outlines basic evaluation methods used in health promotion, and considers the benefits and weaknesses of qualitative and quantitative methods respectively.

The media plays an important role in the communication and perception of health issues, and this chapter explores ways to incorporate the media into health promotion campaigns. It compares and contrasts the strengths and weaknesses of different communication channels, and provides concrete advice on how to develop a communication strategy and write a press release. It also considers how to identify the news value in your health communication.

This chapter provides a brief overview of health and how it is influenced by different contextual factors. It describes the guiding frameworks of health promotion and how these are applied to address health challenges. It concludes with a preliminary exploration of how communication can support the acheivement of desired health promotion goals.

This chapter considers the future of health issues and how health promotion will be needed and challenged. The chapter discusses the relationship between the environment and human health through the lens of concepts including the Ottawa Charter, systems thinking approaches and One Health. A detailed discussion of health promotion relating to the Covid-19 pandemic demonstrates the importance of clear health communication, while also considering the ways personal beliefs, societal expectations and different cultures can affect the implementation and success of health communication. Finally the chapter looks at the ways in which health promotion will need to respond the diverse needs within society in order to increase equality and inclusion.

This chapter considers basic concepts in ethics, ethical decision making and risk perception in relation to health promotion. It discusses the relation of ethics to morals and law, and presents a range of ethical perspectives and decision-making shortcuts applicable in health promotion, before considering how risk perception is important in health and risk-related communication. The chapter discusses examples of codes of ethics in the health promotion industry, noting that these need to be flexible, transparent and reflective.

This chapter explores the factors that influence people's reactions to health communication, and considers how to engage and empower target audiences to make their own health decisions, based on reliable information. It discusses the effects of media framing and psychological biases on health communication, discusses ways to engage with audience members and consequent strategies to overcome resistance. It finishes by outlining how best to translate knowledge for health audiences.

This chapter equips readers with the knowledge to create effective health communication campaigns. It explores simple ways to ensure your audience understands your health message, including researching your audience, setting SMART aims, and reducing jargon.

This chapter brings together the theory and topics discussed throughout the book and demonstrates how health promotion can be applied practically. Using a range of extended case studies, health promotion programs relating to tobacco control, community partnership and communication as an enabler are presented. The case studies are gathered from a number of international sources, with a particular focus on countries in the Asia Pacific and Global South.

This chapter explores the different models and theories used in health promotion, and considers whether they are aimed at individuals, families, communities or multiple target audiences. The chapter looks at how these theories and models are communicated in health promotion and provides a brief overview of how these can be put into practice in a health promotion setting.

This chapter discusses the different settings health promotion can occur in, either physically or virtually. It considers the life span approach to health promotion, settings in the community, institutions and health services, and non-traditional settings health promotion can occur in. Each setting is discussed in the context of how it can be used to engage different audiences and promote health information.