SOSC 3990 Project Group 6 – CHU Wing Tung (20612237), CHUNG Lok Lam Emily (20596940) Ip Cheuk Yiu (20700292), NG Kai Yuen Dominic (20689046), SIU Cheuk Yin (20701404) The target health behavior Postural kyphosis (Also referred to as rounded shoulders or hunched back; A type of spinal deformity where the spine curves outwards and looks overly rounded) Reason for choosing target health behavior -High prevalence: Postural kyphosis is found in ~18% of students and young adults (Ghorbani et al., 2010) -Risk can be reduced from adjusting behaviors and habits: The risk of spinal deformities can be decreased by participating in regular training to adopt correct postures in daily life (Ghorbani et al., 2010). -Profound impacts: kyphosis can cause back pain, breathing problems, digestive problems, and body image problems. Concept used in the health program -Fear Appeal: Give information about the danger of kyphosis -Educational Appeal: Through collaboration with expert communicators (KOL), provide the importance of adjusting behaviors regarding kyphosis problems. -Health Belief Model and Theory of Planned Behavior: Assess people’s attitudes on performing kyphosisprevention exercises (Behavioral attitude, Subjective norms, Perceived behavioral control) -Trans-theoretical model: Instead of the person itself, it is usually the surrounding people, e.g. family and friends, who are aware of people with the problem of kyphosis (precontemplation stage). Even if these potential patients are aware of the problem, they have no intention in changing as they would perceive it as a minimal problem but requires lots of effort in changing (contemplation stage). The program itself, therefore, targets in arousing people’s awareness in terms of the heavy consequences of kyphosis. The model could help us identify which stage are most people in, so as to design a suitable program that could target and reach most people. Details of the program a. Key intervention methods -Targeted students and workers -Design a poster: The poster should include the commonness and risks of kyphosis. The posters will be posted in schools (for primary school children) and offices (for office workers). -Online promotion: Invite celebrities to have a collaboration with famous health and fitness influencers (KOL) or doctors on stream. Doctors will talk about spinal deformity and related knowledge. KOL will be performing exercises that may correct and prevent kyphosis. b. Duration of the program? Both programs will have a duration zipof 1-2 months. Online promotion program will be held once a week. c. Assessment of program effectiveness -After posting the poster for the corresponding time, people are expected to become more aware of the issue and develop a basic idea that they should change such a bad habit. -Celebrities can attract viewers and should bring guaranteed audiences. -To measure the program effectiveness, we can conduct a survey to compare the differences before and after the advertisement. d. Difficulties expected and solutions -People do not care about the poster thus they cannot be educated about the drawbacks of kyphosis. -Possible solution: Leading roles should help to rectify the importance of knowing the possible dangerous effects of kyphosis to the target group. -Difficult and required cost to find the target celebrities -Possible solution: Ask for sponsors to solve this problem. References Ghorbani, L., Daneshjoo, A., Nazarian, A., & Domieh, A. (2010). Assessment of the prevalence of kyphosis disorders in students. British Journal Of Sports Medicine, 44(Suppl_1), i13-i13. https://doi.org/10.1136/bjsm.2010.078725.39 Moslehi, M., Saiiari, A., & Marashiyan, F. (2011). Study of the relationship between Kyphosis, anxiety, depression and aggression of high school boy students. Procedia - Social And Behavioral Sciences, 15, 17981801. https://doi.org/10.1016/j.sbspro.2011.04.005 NIELSEN, O. G., & PILGAARD, P. (1987). Two hereditary spinal diseases producing kyphosis during adolescence. Acta Pædiatrica, 76(1), 133-136.
