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Medicina dello Sport 2010 September;63(3):365-74


language: English, Italian

Identification of new promotion methods for the health safeguard

Borrione P., Grasso L., Fagnani F., Razzicchia S., Tomassi G., Parisi A., Pigozzi F.

Department of Health Sciences, Foro Italico University, Rome, Italy


Aim. The results of the educational projects carried out in recent years have highlighted the potential failure of the communication model based on the direct relationship between increased knowledge and behaviour modification. This observation have suggested the effectiveness of a model based on the personal involvement of the recipients. In the present project an informative program has been planned with the aim of involving a group of students on the topics of advertising in relation to health risk behaviours. The aim of this study was to involve them in the creation of a communication campaign based on the use of the format of their choice in order to effectively reach their peers.
Methods. The results confirm the fundamental role of the school not only as an institution in which young people are culturally formed but also as a place where to create awareness and personal growth in socio-cultural issues. The work carried out by students has strongly reiterated the concept of the school as a place in which health promotion, social policies and improving access to the use of services should be regarded as an essential formative objective.
Results. The results of this project showed a great involvement and a great awareness of the students on the issues of prevention and health protection. The success of this initiative is therefore to be found in the canonical role reversal in which the adult is the trainer. Moreover, the focus has been moved toward young students in order to let them to choose a language closer to their peers with the aim of communicating compelling messages effectively.
Conclusion. The involvement of the students as actors and writers of messages addressed to their peers has led the formative program to reach a level of real incisiveness.

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