Assessing the capacity of New Zealand health promoters to develop programs that meet the health literacy needs of both consumers and government

Abstract

Since 2008 a conservative government in New Zealand has emphasised the importance of individual responsibility for health, with the implication that health promotion, including health literacy, would be of low priority. This paper discusses this in the context of research that aims to assess (i) the views of disadvantaged consumers on nutrition information and (ii) health promoter competence in health literacy practice, and argues that aspects of health literacy principles may indeed be of interest to conservative governments. First, four focus groups of consumers drawn from disadvantaged neighbourhoods discussed nutrition information. Second, a self-completed questionnaire to health promoters in six non-government agencies assessed health promotion competencies and understanding of health literacy. Consumers confirmed the need for personal responsibility for food choices, were critical of confusing information and sought simple messages on which they could act. They also acknowledged environmental constraints on their actions. Survey respondents (n=56; 53% response rate) reported technical competence in health promotion but less competence in strategic and leadership areas. More than one-third of respondents were assessed as having a good understanding of health literacy. Consumer acceptance of individual responsibility and workforce capability in technical aspects of health literacy suggest that health promotion organisations can align themselves with government goals and seek to improve personal health literacy.