What is health promotion in public health?

Good health is the foundation of strong, thriving communities. When people are healthy, they can work, learn and live to their full potential, benefiting everyone around them.

In Australia, public health issues are a major concern. Illnesses like poor mental health, cancer and dementia are on the rise, and disadvantaged communities are particularly at risk of dying from preventable chronic diseases.

As public health challenges continue to evolve in complexity, health promotion is a critical strategy for fostering lasting, positive change. It’s not just about avoiding ill health and disease—it’s about creating environments and opportunities that empower people to take charge of their health and live to their fullest potential.

By addressing the root social, economic and environmental causes of poor health and focusing on prevention, health promotion builds stronger, healthier communities for everyone.

But what exactly is health promotion in public health and how can you secure an opportunity in this increasingly vital field? In this guide, we’ll explore the state of public health promotion in Australia, provide examples of health promotion campaigns and outline how you can carve out a career that really makes a difference.

What is health promotion?

The World Health Organization (WHO) defines health promotion as “the process of enabling people to increase control over, and to improve, their health.” This includes addressing the social, environmental and economic factors that influence health outcomes.

At its core, health promotion is about enabling individuals and communities to improve their health and wellbeing. It goes beyond treating illnesses, focusing instead on education, empowerment and preventative measures to reduce health risks and improve quality of life.

On a practical level, health promotion can involve a wide range of activities, from public health awareness campaigns to implementing policies that create supportive environments for health. It seeks to build a society where healthier choices are easier and more accessible for all.

What is the role of health promotion in public health?

Health promotion plays a vital role in public health by addressing the root and systemic causes of health issues and the barriers to achieving wellbeing.

You can see its much-needed impact in many key areas, including:

• Preventing disease: From reducing the rate of chronic diseases like diabetes to preventing communicable diseases through vaccination campaigns, health promotion helps mitigate health risks at their source.
• Improving equity: By focusing on underserved populations, health promotion works to reduce disparities in health outcomes, ensuring every community has access to the resources they need.
• Promoting behavioural change: Education and advocacy campaigns encourage healthier lifestyles, such as quitting smoking or vaping, increasing physical activity, practicing safer sex and improving nutrition.
• Shaping policies: Health promotion also involves influencing public health policy to create environments that foster wellbeing, such as implementing sugar taxes or urban planning that prioritises active living.

The state of health promotion in Australia

While Australia faces challenges between our ageing population and the rise of mental health issues in our youth, we’re still regarded as one of the healthiest populations in the world. This is, in part, due to health promotion being recognised as a cornerstone of public health.

Initiatives like the National Preventative Health Strategy 2021–2030 highlight the government’s ongoing commitment to reducing the burden of preventable illnesses and fostering health equity.

Key organisations like the Australian Health Promotion Association (AHPA) lead efforts to address pressing health challenges, including mental health, obesity and Indigenous health disparities.

Despite these efforts, gaps in health outcomes persist, particularly for marginalised groups, emphasising the need for continued investment in health promotion.

Public health challenges

Every country faces its own unique set of health challenges. In Australia, they include:

• Rising obesity rates: According to the Australian Bureau of Statistics (ABS), the number of adults classified as overweight or obese has been rising for over a decade.
  
  Health promotion addresses this with campaigns like LiveLighter, running community programs like walking groups to promote physical activity, and advocating for policy change and regulations like clear food labelling or sugar taxes.
   
• Aboriginal and Torres Strait Islander health disparities: Indigenous populations experience higher rates of preventable diseases and have a shorter life expectancy.
  
  Health promotion supports tailored programs that respect Aboriginal and Torres Strait Islander practices, collaborate with Indigenous leaders and communities in designing health programs, and advocate for equity through health promotion campaigns.
   
• Rising mental health issues: Mental health issues impact millions of Australians each year and unfortunately are only getting worse.
  
  Health promotion addresses this with campaigns like R U OK? Day, encouraging workplace wellness programs and ensuring access to services like Lifeline or Beyond Blue.
   

Health promotion strategies

There are several health promotion strategies commonly used in Australia, some of which you might not even realise. Below are a few examples of these strategies.

These tactics aim to improve health outcomes long-term by focusing on education, policy reform and community engagement.

Some of the most widely used approaches include:

• Social marketing campaigns: Sending health-focused messages to Australians where they’re spending time, like Instagram, Facebook and TikTok can be a very effective health promotion strategy.
• Health education: Public education initiatives like school-based nutrition programs and community workshops on mental health are crucial in equipping people with the knowledge and tools they need to make informed decisions.
• Policy and legislative reforms: Advocacy for systemic change is central to health promotion. Examples include stricter tobacco control laws, sugar taxes to discourage unhealthy diets and regulations that promote clearer food labelling to guide healthier choices.

Examples of health promotion campaigns

Australia has implemented a number of innovative health promotion campaigns, many of which have delivered measurable results. These include:

• Slip, slop, slap: Launched in 1981, the sun smart safety campaign is one of the most iconic and successful in Australia’s history. Research found melanoma rates 'plummeted’ in the decades it has been running.
• Quit smoking campaigns: Combining public awareness campaigns with support services like Quitline and policy changes to discourage smoking through progressive taxing of tobacco products, anti-smoking initiatives have saved tens of thousands of Australian lives.
• Get healthy, be deadly: A culturally-tailored program by and for Aboriginal and Torres Strait Islander families, this initiative focuses on improving physical activity and nutrition.

Career opportunities in health promotion

Want a career that directly transforms lives and builds healthier, stronger communities? That’s the power of health promotion. Roles in this field can prevent illness, improve wellbeing and empower individuals to make better health choices. And with the health industry growing year on year, there are certainly plenty of them.

Opportunities in this field are as diverse as they are rewarding, spanning government agencies like Departments of Health at local, regional, state and national levels, non-governmental organisations (NGOs) such as Sexual Health Victoria and Cancer Council, and healthcare organisations such as clinics and hospitals.

Whether you’re leading grassroots programs, shaping national policies, or managing impactful campaigns, your work will leave a lasting mark.

Some specific career opportunities include:

• Health promotion officer: Design and lead initiatives that address health issues like smoking, obesity and mental health.
• Policy advisor: Drive systemic change by developing policies that improve public health outcomes.
• Community engagement coordinator: Build trust and partnerships with communities to deliver meaningful health initiatives.
• Program manager: Oversee large-scale health campaigns that create measurable impact.

As with all coveted career paths, the best way to secure the best opportunities is to have the best qualifications.

A specialised postgraduate qualification like Victoria University (VU) Online’s Graduate Certificate in Health Promotion will equip you with the skills and knowledge to create innovative, evidence-based solutions to today’s most pressing health challenges.

Crucially, it will also help you stand out in the eyes of decision-makers when it comes to securing the most competitive positions.

Step into a rewarding career in health promotion with VU Online

Ready to create a career that combines purpose with possibility? With the power to influence public health policies, inspire behavioural change and tackle pressing health challenges, a career in health promotion places you at the forefront of building a healthier tomorrow.

VU Online’s Graduate Certificate in Health Promotion is the perfect first step on this pathway. Offering flexibility, industry relevance and practical expertise, this 100% online course prepares you for change-driving roles in government, NGOs and healthcare organisations.

Graduates will learn to assess health disparities, design strategies for change, advocate for inclusive public health policy and implement sustainable, evidence-based suggestions.

They’ll also be perfectly placed to pursue further advanced qualifications, such as VU Online’s Master of Public Health, to deepen their expertise.

The world needs people who are passionate about health and equity—and qualified to make a difference. If you want to be one of them, learn more about VU Online’s Graduate Certificate in Health Promotion below.

With a Graduate Certificate in Health Promotion from VU Online, you will gain valuable skills that can open doors to a range of exciting opportunities in the public health field. To learn more, take the next step and reach out to our Student Enrolment Advisors on 1300 682 051.