he concept of wellbeing and “primordial” prevention (preventing health risks before they start) has grown in importance and popularity in the public health and global development communities. The United Nations General Assembly high–level meetings on health have focused on this topic in recent years, and discussions have focused on the importance of prevention to achieve Sustainable Development Goal 3 (SDG3): Ensure healthy lives and promote wellbeing for all at all ages.
Traditional healthcare has focused on primary prevention (intervening before a disease is developed), or secondary intervention (working to prevent the progression of a disease). The future of wellbeing, however, requires a more truly comprehensive approach to our health and wellbeing if individuals are to thrive rather than just survive. Prevention of risk factors in the first place—before healthcare is required—will be crucial to helping the future of wellbeing arrive well.
Wellbeing and primordial prevention need to be “socialized,” or made widely accepted and understood as part of healthy lifestyles and a new vision of healthcare. They need to become central parts of global development strategy. This entails use of communication, media, and marketing strategies to create demand for healthy lifestyles and a positive identity for primordial prevention, much like a successful brand.
Fortunately, we have many examples of this in our society already, especially from leading companies and not–for–profits that are role models for how this concept could be promoted by multilateral organizations such as the UN. Consider the healthy lifestyles of fitness promoted by Nike. Their “brand equity” (the positive associations people form with what the brand represents) include self–empowerment, inspiration, and joy and celebration of physical activity and sports.
Another great example is Truth Initiative, the anti–tobacco and anti–nicotine not–for–profit. Truth exposes the facts about the health and social consequences of tobacco use and the marketing tactics of the industry behind it. The brand has a youth–oriented, edgy, in–your–face approach to telling the truth about tobacco products. Youth and young adults who have a favorable view of the Truth brand are less likely to smoke and use e–cigarettes and other nicotine products.
The demand creation strategy of showing “how” people can achieve wellbeing, and branding the benefits that it offers, is powerful but as yet mostly untapped. The global development community should harness this powerful strategy to promote primordial prevention for social good.
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Creating demand for wellbeing and ‘primordial’ prevention
Photo by lucas wesney on Unsplash
July 11, 2024
Traditional healthcare focuses on primary prevention or secondary intervention. The future of wellbeing requires a more comprehensive approach through the prevention of certain risk factors in the first place, writes W. Douglas Evans, Ph.D.
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he concept of wellbeing and “primordial” prevention (preventing health risks before they start) has grown in importance and popularity in the public health and global development communities. The United Nations General Assembly high–level meetings on health have focused on this topic in recent years, and discussions have focused on the importance of prevention to achieve Sustainable Development Goal 3 (SDG3): Ensure healthy lives and promote wellbeing for all at all ages.
Traditional healthcare has focused on primary prevention (intervening before a disease is developed), or secondary intervention (working to prevent the progression of a disease). The future of wellbeing, however, requires a more truly comprehensive approach to our health and wellbeing if individuals are to thrive rather than just survive. Prevention of risk factors in the first place—before healthcare is required—will be crucial to helping the future of wellbeing arrive well.
Wellbeing and primordial prevention need to be “socialized,” or made widely accepted and understood as part of healthy lifestyles and a new vision of healthcare. They need to become central parts of global development strategy. This entails use of communication, media, and marketing strategies to create demand for healthy lifestyles and a positive identity for primordial prevention, much like a successful brand.
Fortunately, we have many examples of this in our society already, especially from leading companies and not–for–profits that are role models for how this concept could be promoted by multilateral organizations such as the UN. Consider the healthy lifestyles of fitness promoted by Nike. Their “brand equity” (the positive associations people form with what the brand represents) include self–empowerment, inspiration, and joy and celebration of physical activity and sports.
Another great example is Truth Initiative, the anti–tobacco and anti–nicotine not–for–profit. Truth exposes the facts about the health and social consequences of tobacco use and the marketing tactics of the industry behind it. The brand has a youth–oriented, edgy, in–your–face approach to telling the truth about tobacco products. Youth and young adults who have a favorable view of the Truth brand are less likely to smoke and use e–cigarettes and other nicotine products.
The demand creation strategy of showing “how” people can achieve wellbeing, and branding the benefits that it offers, is powerful but as yet mostly untapped. The global development community should harness this powerful strategy to promote primordial prevention for social good.
