Gillian Kemp|Lynne Eagle
Shared meanings or missed opportunities? The implications of functional health literacy for social marketing interventions
University of the West of England|University of the West of England
social marketing hailed key tool help address myriad health overall population wellbeing issues facing societies considerable evidence success specific social marketing interventions factor often overlooked literacy problems within considerable proportion population means information provided part interventions may readily comprehended members target population substantial personal social consequences low functional literacy levels well documented particularly within health sector 25 years yet information material continues produced written level well peoples average reading ability barrier largely invisible people low literacy levels go great lengths avoid acknowledging problem due feelings shame desire avoid potential embarrassment ethical responsibility social marketers others involved designing health promotion interventions improve information provision comprehension without considerable numbers people unable benefit interventions may even risk due lack understanding issues involved study readability range printed internet uk health information sources reported suggest even though problems associated low levels health literacy recognized least 25 years uk health information material still written level well beyond ability certain sections population understand results readability analysis conducted verify proposition discussed conclude paper recommendation research area immediate improvement social marketingrelated activity