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Health Promotion Evidence and Experience

In this opening chapter, we outline some of the most influential (and most contested) definitions of health, and approaches to health promotion. Although some success has been claimed for health promotion interventions, in general the results to date have been modest: for example, safer sex campaigns in preventing HIV infection among gay men. In other areas efforts have been remarkably disappointing, notably in preventing smoking uptake among adolescents. ‘Health promotion’ is a term which has been applied to a very wide range of activities performed in many and diverse contexts | Health Promotion Evidence and Experience Kevin Lucas and Barbara Lloyd SAGE Health Promotion Praise for the book The importance of health promotion is currently acknowledged by many health professionals and most politicians indeed it is frequently equated with public health in general However there is at the same time a significant amount of confusion over its definition meaning and purpose - a situation that is neither helpful for theoreticians and researchers nor for practitioners. Accordingly this new and accessible book by Kevin Lucas and Barbara Lloyd is a welcome addition to existing texts and makes a refreshing contribution to debate. While addressing many generally accepted key issues the authors offer an unorthodox perspective on theory and practice. Unsurprisingly they challenge the hegemony of the medical model and the narrow individualistic focus on health and its determinants that have been deservedly castigated as victim blaming . They also comment on the occasional sterility of the social cognitive approaches of contemporary health psychology to explaining health choices. However they do this without the stridency associated with much radical criticism and more importantly they invite us to consider - and in some cases rediscover - perspectives on health and health promotion not commonly considered in contemporary texts. They rightly argue that such perspectives may be very fruitful in adding depth and breadth to our understanding of health. In short Lucas and Lloyd s approach is challenging in its emphasis on a positive and holistic orientation to health and always humane in its emphasis on quality of life and in the authors words the indivisibility of the individual from society . This new perspective on health promotion complements other key texts in health education and health promotion. I commend it to readers. Keith .