Mental Health, Alcohol and Other Drugs: After Hours Crisis Marketing Initiative, a Unique and Local Social Marketing Campaign Within a Regional and Rural Australian Setting

2020 ◽  
pp. 125-152
Author(s):  
Carolyn Loton ◽  
Melissa Neal
Keyword(s):  
Mental Health ◽  
Social Marketing ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
After Hours ◽  
Alcohol And Other Drugs

Financing social marketing programs through sponsorship: implications for evaluation

2014 ◽  
Vol 4 (1) ◽  
pp. 22-37 ◽  
Author(s):  
Judith Madill ◽  
Norm O'Reilly ◽  
John Nadeau
Keyword(s):  
Mental Health ◽  
Social Marketing ◽  
Social Needs ◽  
Future Research ◽  
Content Type ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social ◽  
Mental Health Association ◽  
The Impact

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors. Findings – The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program. Practical implications – The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders. Originality/value – Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

scholarly journals Influence of Time to Change's social marketing interventions on stigma in England 2009-2011

2013 ◽  
Vol 202 (s55) ◽  
pp. s77-s88 ◽  
Author(s):  
Sara Evans-Lacko ◽  
Estelle Malcolm ◽  
Keon West ◽  
Diana Rose ◽  
Jillian London ◽  
...  
Keyword(s):  
Mental Health ◽  
Mass Media ◽  
Social Marketing ◽  
Attitude Change ◽  
Mental Health Problems ◽  
Social Contact ◽  
Health Problems ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

BackgroundEngland's Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination.AimsWe aimed to assess the effectiveness of the mass media component and also that of the mass social contact events.MethodOnline interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems.ResultsPrompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact (M=2.68) v. no contact (M = 2.42) on perceived attitude change; t(211)= 3.30, P=0.001. Contact quality predicted more positive attitude change (r=0.33, P<0.01) and greater confidence to challenge stigma (r=0.38, P<0.01).ConclusionsThe favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017-2019.

2019 ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Demographic Data ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background. Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016-2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. Methods. Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and desire for social distance [Intended Behaviour subscale of the Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and awareness of the campaign were also collected. Results. For each of the 3 bursts, significant pre-post awareness differences were found (OR=2.83, CI=1.90 to 4.20, p<0.001; OR=1.72, CI=1.22 to 2.42, p=0.002; OR=1.41, CI=1.01 to 1.97, p=0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions. These interim results suggest that the campaign is reaching and having an impact on its target audience. While over the course of Time to Change we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017 to 2019

2019 ◽  
Vol 19 (1) ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C. Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Phase 1 ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016–2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. Methods Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health Knowledge Schedule, MAKS); attitudes (Community Attitudes toward Mental Illness, CAMI); and desire for social distance (Intended Behaviour subscale of the Reported and Intended Behaviour Scale, RIBS). Socio-demographic data and awareness of the campaign were also collected. Results For each of the 3 bursts, significant pre-post awareness differences were found (OR = 2.83, CI = 1.90–4.20, p < 0.001; OR = 1.72, CI = 1.22–2.42, p = 0.002; OR = 1.41, CI = 1.01–1.97, p = 0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions These interim results suggest that the campaign is reaching and having an impact on its new target audience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017-2019.

2019 ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Demographic Data ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background. Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016-2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. Methods. Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and desire for social distance [Intended Behaviour subscale of the Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and awareness of the campaign were also collected. Results. For each of the 3 bursts, significant pre-post awareness differences were found (OR=2.83, CI=1.90 to 4.20, p<0.001; OR=1.72, CI=1.22 to 2.42, p=0.002; OR=1.41, CI=1.01 to 1.97, p=0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions. These interim results suggest that the campaign is reaching and having an impact on its target audience. While over the course of Time to Change we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017-2019.

2020 ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Phase 1 ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background. Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016-2021) the target group of the campaign was kept as people between their mid-twenties and mid-forties but changed to middle-low income groups, with the content focused on men . Methods. Participants (n=3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health Knowledge Schedule, MAKS); attitudes (Community Attitudes toward Mental Illness, CAMI); and desire for social distance (Intended Behaviour subscale of the Reported and Intended Behaviour Scale, RIBS). Socio-demographic data and awareness of the campaign were also collected. Results. For each of the 3 bursts, significant pre-post awareness differences were found (OR=2.83, CI=1.90-4.20, p<0.001; OR=1.72, CI=1.22-2.42, p=0.002; OR=1.41, CI=1.01-1.97, p=0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions. These interim results suggest that the campaign is reaching and having an impact on its new target audience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

scholarly journals You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

2021 ◽  
Vol 5 ◽  
pp. 239920262110034
Author(s):  
Beth Sundstrom ◽  
Andrea L DeMaria ◽  
Merissa Ferrara ◽  
Stephanie Meier ◽  
Kerri Vyge ◽  
...  
Keyword(s):  
Social Marketing ◽  
Survey Design ◽  
Full Range ◽  
The United States ◽  
Student Health Services ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Long Acting ◽  
Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

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