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Evaluating Health Promotion Campaigns on HIV Awareness Among Nursing Mothers in the UK
Introduction
Health promotion campaigns play a vital role in improving public health outcomes, particularly for vulnerable populations. Nursing mothers living with or at risk of HIV represent a critical group due to the potential transmission of the virus to infants through breastfeeding, as well as the broader health and wellbeing implications for mothers themselves. This report critically evaluates the effectiveness of an existing UK health promotion campaign designed to raise awareness of HIV among nursing mothers, examining how it improves health outcomes, reaches its target audience, and operates within ethical and legal boundaries. Key health promotion models, including the Health Belief Model and Social Cognitive Theory, are analysed in the context of this campaign.
Overview of the Campaign
The chosen campaign is “HIV and Breastfeeding: Protecting Mothers and Babies”, launched by Public Health England (PHE) in collaboration with the National Health Service (NHS) and specialist HIV charities. Its primary objectives are to:
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Increase awareness among nursing mothers about the risk of mother-to-child transmission of HIV.
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Encourage HIV testing and early diagnosis during pregnancy.
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Promote safe feeding practices to reduce transmission risks.
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Provide emotional and social support to affected mothers through local health services.
The campaign employs multimedia communication strategies, including online information resources, leaflets distributed through hospitals and community centres, and workshops led by specialist midwives and health visitors.
Effectiveness in Improving Health and Wellbeing
The campaign’s impact on the health and wellbeing of nursing mothers can be evaluated through several indicators:
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Increased Awareness and Knowledge – Studies indicate that campaigns targeting HIV awareness in maternal populations improve knowledge about transmission risks, testing, and safe breastfeeding practices (WHO, 2020). Reports from NHS maternity services show an increase in voluntary HIV testing among pregnant women since the campaign’s implementation, supporting early diagnosis and intervention.
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Behavioural Change – The campaign has influenced feeding practices among HIV-positive mothers. By promoting formula feeding or antiretroviral therapy-assisted breastfeeding, it significantly reduces the risk of HIV transmission to infants (Clifford et al., 2019). Evaluations show that adherence to recommended feeding protocols has increased, demonstrating a positive behavioural outcome.
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Psychological Support – By providing guidance and support through healthcare professionals, the campaign helps mitigate anxiety and stigma associated with HIV, improving mental wellbeing among nursing mothers. Emotional support programmes and peer networks have been effective in encouraging engagement with health services.
Effectiveness in Reaching the Target Audience
Reaching the target population requires understanding the demographics, cultural factors, and potential barriers to access. The campaign uses a multi-channel approach:
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Healthcare Settings – Information is provided directly to pregnant and nursing mothers during antenatal and postnatal appointments.
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Community Engagement – Workshops, support groups, and outreach in local community centres ensure that at-risk populations, including migrant and minority groups, are reached.
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Digital Platforms – Websites and social media resources provide accessible information for mothers unable to attend in-person services.
Analysis of reach indicates high levels of penetration among urban populations but lower engagement in rural areas where healthcare access is limited (Public Health England, 2021). This suggests room for improvement in targeting hard-to-reach populations.
Application of Health Promotion Models
Health Belief Model (HBM)
The HBM is used to encourage mothers to adopt safe behaviours by addressing perceived susceptibility, severity, benefits, and barriers. The campaign emphasises:
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Susceptibility – Educating mothers about the risk of HIV transmission during breastfeeding.
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Severity – Highlighting potential health outcomes for infants if guidelines are not followed.
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Benefits – Demonstrating how adherence to safe feeding practices reduces risk.
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Barriers – Providing practical solutions, including free formula and access to antiretroviral therapy.
Social Cognitive Theory (SCT)
SCT underpins the campaign by modelling behaviours through health professionals and peer mentors. By observing respected figures and receiving positive reinforcement, mothers are more likely to adopt recommended practices. Role-playing workshops and peer testimonials enhance self-efficacy, a key determinant of behavioural change.
Suitability and Adaptability
The campaign is suitably tailored to the target population, considering literacy levels, cultural sensitivities, and language diversity. Information is provided in multiple languages, and culturally appropriate messaging respects local norms while adhering to medical guidance. However, the campaign could expand mobile outreach to enhance accessibility for rural or digitally excluded mothers.
