Using socio-economic differences in knowledge and attitudes to shape community alcohol programmes: experiences from the Kirseberg Project

Community-based public health projects have become increasinglyimportant as a tool for health promotion. This approach hasbeen considered appropriate also in addressing socio-economicdifferences in health, although little is known about socio-economicdifferences in perception of health as a community issue. Ouraim was to study socio-economic differences in awareness andknowledge about the Kirseberg Project and in attitudes towardsthe concept of health as a local community issue. The KirsebergProject was initiated in 1988. The primary prevention aims areto reduce alcohol consumption in the population in order todecrease the incidence of alcohol-related problems. Kirsebergis an area with 10000 inhabitants in the north-eastern partof the city of Malmö (population 230000), Sweden. A sampleof 400 people in the area between the ages of 20 and 75 yearsof age was randomised from the population register and interviewedby telephone. Of the sample, 73.3% responded. Of the respondents,65.2% were aware of the project and 38.6% had knowledge aboutit. Socio-economic differences were found both regarding knowledgeand attitudes. Individuals in the high socio-economic status(SES)-group were better informed about the project than thelow SES-group, more often associated the project with the promotionof the community spirit, tended to give more positive answersto the questions about important local health issues, demonstratedhigher adherence to the social environment issues and were moreinterested in local health promotion activities. Our conclusionis that the socio-economic knowledge differences which werefound in the Kirseberg Project should be seen as shortcomingsin the health educational campaign rather than as a first stepin a determined social process. The issue of how the explicitnotions and the hidden agenda of a health promotion campaigncorrespond with central attitudes and values in different populationgroups in the target community must be carefully investigated.     

A critical analysis of different leadership approaches to community health work in Kirseberg, Sweden

This paper examines some dilemmas of both professional and communityled approaches in health promotion with reference to an alcoholreduction programme implemented in Kirseberg, Sweden. A ‘traditional’health education programmed designed at changing life-stylehabits was combined with a community action design. The processby which the public health messages were sent to and receivedby the residents was explored in a qualitative study. The study focused on the possibly contradictory relationshipbetween the ‘professional’ concept of public healthand individuals' personal concepts of health. it is argued thatif the ‘top down’ and ‘bottom up’ approachesare combined without detailed consideration being given to thepossible connecting links the risk is that the result will bethe operation of two parallel strategies which do not interact. The process of making health a collective issue within a communityaction programme is illustrated with examples from the Kirsebergproject and discussed with reference to the chief aim of achievingequity in health provision.