Population health promotion as a vector of the modern university’s third mission

Aim. This study aims to identify the health promotion needs of three university populations and to develop a set of measures the university can implement to contribute to public health within its region. Materials and methods. A questionnaire was administered to schoolchildren, students, and state pensioners to identify their age- and status-specific preferences. These preferences are critical for developing initiatives aimed at fostering health promotion behaviors within these groups. Results. A digital UCaaS platform was proposed to deliver a hybrid health promotion course. Utilizing its services for webinars, course development, and chat, the platform supports online learning complemented by offline university meetings to reinforce theoretical material and enable live discussion. Conclusion. Health promotion constitutes the cornerstone for the so-called ‘third mission’ initiatives in cultural development and entrepreneurship. Embedding this focus is of paramount importance for the university’s role in strengthening human capital.