An impact evaluation : Healthy Messages Calendar = Te Maramataka Korero Hauora : submitted in partial fulfilment of the requirements for the degree of Master of Arts in Nursing at Massey University, Albany, New Zealand

Abstract

A health promotion intervention the 'Healthy Messages Calendar (Te Maramataka Korero Hauora)' was produced by a collection of community groups and provided free to every household in Tairawhiti. The purpose of this study was to conduct impact evaluation to determine if this calendar was an effective health promotion tool for the dissemination of health information and promotion. The researcher was interested in discovering what selected people in the community thought of the calendar, what improvements could be made and how the calendar was of benefit to them. Consistent with impact evaluation, a documentation review was carried out on the Maramataka calendar file held at the Public Health Unit in Gisborne. As well, qualitative data were obtained from five focus groups: four focus groups from selected cohorts in the community and one of stakeholders or key players in the development of the calendar. The data were analysed using a general inductive approach. From this information, an assessment was undertaken to determine if the project objectives were met. In addition, all data collected were used to assess if Maori health needs were met using the whare tapa wha model of Maori health as the assessment tool. The results highlighted the positive link between health promotion practice and meeting the health promotion needs of a local community. From this study it was determined that the 'Healthy Messages Calendar (Te Maramataka Korero Hauora)' project was a valuable social marketing tool that fitted into the context of New Zealand society. The focus groups feedback indicated an overwhelming positive community response for the calendar. The local production of the calendar and the use of the children's artwork to promote the messages were identified as being important to the acceptability of the calendar. However, there were areas of improvement identified mostly around the calendar design and funding for the calendar. Greater involvement of Maori at all levels was also identified as a need. Therefore, the information gained from this study provides useful information that not only improves the 'Healthy Messages Calendar (Te Maramataka Korero Hauora)' project but can also be utilised to plan future health promotion programmes.