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Community Health Promotion Ideas That Work, Second Edition

Author(s): Marshall W. Kreuter
Nicole A. Lezin
Matthew W. Kreuter, St. Louis University
Lawrence W. Green, DrPH, University of British Columbia, British Columbia, Canada
  • ISBN-13: 9780763700591
  • ISBN-10:0763700592
  • Paperback    212 pages      © 2003
Price: $188.95 US List
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Community Health Promotion Ideas That Work, Second Edition aims to narrow the gap between what is currently being implemented in health education and promotion and what actually works. Updated with new chapters and chapter content, this edition shares the latest knowledge and experience gained by researchers and practitioners to help others plan and apply successful community health promotion programs. Case stories, based on the triumphs and struggles of practitioners in the field, combine theory and practice and provide a practical frame of reference for the critical issues and principles of effective community health promotion.

"This is an extremely engaging text that brings theory and principles alive through the use of case stories from the day-to-day experience of health promotion professionals in the real world. The text is well written and organized, and written by some of the top leaders in the field today.  

Students should absorb and retain theory and new tools for its application far more readily than if they were simply reading dry presentations of the facts-- and with far more enjoyment along the way. I would recommend this book for any introductory health promotion or health education theory course on the undergraduate level."            

Meredith Minkler, Ph.D 
Professor of Public Health
University of California, Berkeley


New to the second edition of Ideas that Work:

  • Content is focused more directly on an audience of students in the classroom.
  • New chapter on evaluation helps practitioners use the principles of evaluation for program quality assurance.
  • Due to considerable emphasis on the issue of decision making in the determination of problems, new content has been added to chapter seven.
  • Chapter two has been modified to incorporate the concepts of social determinants.
  • New photos have been included in order to add new dimensions to existing stories and one new story.

Features & Benefits

New to this Edition!

New chapter on evaluation helps practitioners use the principles of evaluation for program quality assurance.

New to this Edition!

Due to considerable emphasis on the issue of decision-making in the determination of problems, new content has been added to chapter seven, “Steering vs. Rowing.”

New to this Edition!

Chapter two, “Using Different Sources of Data,” has been modified to incorporate the concepts of social determinants.

Text offers students practical, tangible applications of the essential competencies in the seven areas of responsibilities for CHES.

For those frontline workers, Community Health Promotion Ideas That Work, was created as a user-friendly text that will impart knowledge gained by other researchers and practitioners, offer specific suggestions to plan and carry out effective health promotion programs, and, most of all, stimulate both thought and discussion about different approaches to health promotion.

Applicable Courses

Community Health Promotion Ideas That Work has been designed for the following course structure:

  • Community and Public Health
  • Public Health
  • Public Health Promotion
  • Creating a Healthier Community

List of Figures

List of Tables

Preface to the Second Edition


Chapter 1            Finding True North

Case Story: Why Do We Do What We Do?

Case Analysis

             Why Did Linda Undertake the Stress Management Project?

             What Do Dr. Jameson’s Actions Tell Us?

             How Would You Assess the Approach Linda took in Implementing her Stress Management Project?

             Realistically, Can A Staff Person Have Any Influence on Setting Program Priorities?




Chapter 2          Using Different Sources of Data

Case Story: Let’s Take a “Comprehensive” Approach


             The Staff Meeting

             Thinking it Through

             Input From the Epidemiologist

             The First Draft

             The Draft

             Four Months Later

Case Analysis

Types and Sources of Public Health Data

Helpful Resources and Models

Finding Data

People: Experience, Perception, and Wisdom

Using Local Data to Stimulate Local Action

Local Use of Data




Chapter 3          Promoting Participation for Health

Case Story: The Court of Public Opinion

Case Analysis


             Why Is Participation Important?

Building Political and Public Support

Heightening Public Awareness: Strategic Thinking




Chapter 4          What’s the Plan? Is it Working?

Case Story: What Causes the Causes?

Case Analysis


The Targets for Change

             Step 1: The Risk Factors

             Step 2: Differentiate Between Behavioral And Environmental Factors

             Step 3: Shorten the List

             Step 4: Determine Importance

             Step 5: Determine Changeability

             Step 6: Create a Matrix

             Step 7: Set Objectives

Identifying the Causes

Generating Predisposing, Reinforcing, and Enabling Factors

G’Day: Australia’s Diagnostic Approach

Evaluation: Staying on Course

             Finding Evaluation Evidence: An Example




Chapter 5          Theory Applied

Case Story: The Old Horse

Case Analysis

Theory: A Primer

             Is the Theory Relevant to My Problem?

             How Does the Theory Help Me Understand Targets for Change?

             How Does the Theory Help in the Selection or Development of an Intervention Method or Tactic?

Theory Summaries

             The Health Belief Model


             The Theory of Reasoned Action

             Diffusion of Innovations Theory

             Community Capacity, Coalition-Building, and Social Capital Theories




Chapter 6          Tactics

Case Story: Checkmate

Case Analysis

Six Principles

             Principle 1: Use Objectives to Stay Focused

             Principle 2: Make Informed Decisions

             Principle 3: Don’t Reinvent the Wheel

             Principle 4: There Is No Such Thing as a Free Lunch

             Principle 5: To Maximize Effectiveness, Strategically Combine Multiple Tactics to Influence Complex Problems

             Principle 6: Be Creative

Health Communication: Follow the Signposts

             Signpost 1: What Can Health Communication Do for You?

             Signpost 2: With Whom Are You Trying to Communicate?

             Signpost 3: What Does It Cost your Audience to Hear Your Message?

             Signpost 4: What Do You Want to Say?

             Signpost 5: How Will the Message Get to Your Audience?

Media Advocacy: Addressing the “Manufacturers of Illness”

             Enter Media Advocacy and Politics

             Some Practical First Steps

             If You Don’t “Frame It” Correctly, They Aren’t Likely to Get It!

The Key: Anticipation

Policy, Regulatory, and Environmental Actions

             Policy and Regulatory Actions

             Environmental Interventions

Tailoring: Combining Technology with Theory

             What Is Tailoring?

             Tailoring Works!

             How Are Tailored Materials Created?

Coordinate Multiple Tactics




Chapter 7          Steering vs. Rowing

Case Story: Jameson

Case Analysis

Management and Organizations

Essential Services

Strategic Planning



Management and Individuals

             Information Flow

             The Supervisory Relationship

             Professional Development

             Professional Identity





Marshall W. Kreuter

Marshall Kreuter, retired from the Centers for Disease Control and Prevention in 2000, is a consultant to international, national, and state health agencies and private foundations. He has dedicated his career to enhancing the skills of practitioners and is the consummate teacher. Marsh cooks for friends and family, plays golf and lives in Bigfork, Montana, and Atlanta, Georgia. 

Nicole A. Lezin

In the field of public health, Nicole Lezin is best known for her distinguished work in two areas: strategic planning/management and technical writing. In both arenas, she has helped public health professionals analyze and communicate critical issues in epidemiology, injury prevention, teen pregnancy prevention, oral health, community-based health promotion, and school health education. She spends her free time reading and accompanying her dog on walks to the beach and redwood forests of Central California. 

Matthew W. Kreuter-St. Louis University

Matt Kreuter is an expert in the design and evaluation of computer tailored health communication programs addressing a wide range of health issues including, but not limited to: smoking cessation, dietary changes, physical activity, weight management, cancer screening, childhood immunization, occupational health, injury prevention, maternal and child health, and alcoholism recovery. In his family, Matt is the reigning Scrabble champion.

Lawrence W. Green, DrPH-University of British Columbia, British Columbia, Canada

Larry Green’s record of scholarship is unparalleled in the fields of health education and health promotion.   No one has done more to contribute to the strengthening the scientific credibility of the field.  The products of his ideas and his research have influenced public health policies and practices globally.  He has homes in Atlanta and San Francisco and, outside of his academic endeavors, exercises regularly and works on his jump shot.  

  • "I found [the text] very user/student friendly. It was honest. The case studies were great - at times I felt like I was reading a book of fiction.

    Personally, I felt rejuvenated as I read it - it kind of validates what health educators have been doing for all these years."

    Joanne Mitten
    Idaho Department of Health and Welfare
    Bureau of Health Promotion

    "The text is very easy for students to read and understand.  Students feel the text is reader-friendly and they like the case studies and personal tone of the book.  Also, the text provides actual examples of health promotion in action to which students relate well…. Readability; user-friendliness; the case stories are excellent."

    -- Janet Wetta
    Wichita State University

    "The writing style, case studies, and the analyses of the case studies are well written and engaging to students. 

    1)      Well respected team of authors;

    2)      clearly connected to one of the most established models of program development and evaluation; visual and realistic case studies; hits key issues confronted in health promotion practice"

     -- Joseph Grzywacz
    University of Northern Iowa

    "Community Health Promotion Ideas That Work helps me meet the goal of the course by presenting practical situations and scenarios related to the concepts covered in the course lecture.

    The writing style is appropriate and the students have commented that the book is very “user-friendly.”

    The greatest strength of this book is the way that it presents concepts, which are new to students, in a very understandable and accessible way.  Sometimes when a student is first learning about various concepts related to program planning, it is difficult for that student to understand how these concepts are actually applied in practice.  The book does an excellent job of giving students insight into the practical application of various concepts."

     -- Sharon Thompson
    University of Texas


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