This chapter considers basic concepts in ethics, ethical decision making and risk perception in relation to health promotion. It discusses the relation of ethics to morals and law, and presents a range of ethical perspectives and decision-making shortcuts applicable in health promotion, before considering how risk perception is important in health and risk-related communication. The chapter discusses examples of codes of ethics in the health promotion industry, noting that these need to be flexible, transparent and reflective.

This chapter explores the factors that influence people's reactions to health communication, and considers how to engage and empower target audiences to make their own health decisions, based on reliable information. It discusses the effects of media framing and psychological biases on health communication, discusses ways to engage with audience members and consequent strategies to overcome resistance. It finishes by outlining how best to translate knowledge for health audiences.

This chapter equips readers with the knowledge to create effective health communication campaigns. It explores simple ways to ensure your audience understands your health message, including researching your audience, setting SMART aims, and reducing jargon.

This chapter brings together the theory and topics discussed throughout the book and demonstrates how health promotion can be applied practically. Using a range of extended case studies, health promotion programs relating to tobacco control, community partnership and communication as an enabler are presented. The case studies are gathered from a number of international sources, with a particular focus on countries in the Asia Pacific and Global South.

This chapter explores the different models and theories used in health promotion, and considers whether they are aimed at individuals, families, communities or multiple target audiences. The chapter looks at how these theories and models are communicated in health promotion and provides a brief overview of how these can be put into practice in a health promotion setting.

This chapter discusses the different settings health promotion can occur in, either physically or virtually. It considers the life span approach to health promotion, settings in the community, institutions and health services, and non-traditional settings health promotion can occur in. Each setting is discussed in the context of how it can be used to engage different audiences and promote health information.

This last part of the book introduces the Einstein equation – the basic equation of general relativity, in much the same way that Maxwell’s equations are the basic equations of electromagnetism. Geometries such as the Schwarzschild geometry, or those of the FRW cosmological models, are particular solutions of the Einstein equation. Just three new mathematical ideas are needed to give an efficient and standard discussion of the Einstein equation: a more precise definition of vectors in terms of directional derivatives; the notion of dual vectors as a linear map from vectors to real numbers; and the covariant derivative of a vector field in curved spacetime. These mathematical concepts are introduced in this chapter.

This chapter (and the next one) covers some basic mathematics needed to describe four-dimensional curved spacetime geometry. Much of this is a generalization of the concepts introduced in Chapter 5 for flat spacetime. Coordinates are a systematic way of labeling the points of spacetime. The choice of coordinates is arbitrary as long as they supply a unique set of labels for each point in the region they cover, but for a particular problem, one coordinate system may be more useful than another. We then define the metric for a general geometry and explain common conventions. We show how to compute lengths of curves, areas, three-volumes, and four-volumes for a given metric. Concepts such as wormholes, extra dimensions, the Lorentz hyperboloid, and null spaces are introduced.