Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma

2021 ◽  
pp. 152450042110058
Author(s):  
Joya Kemper ◽  
Ann-Marie Kennedy
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Identity Formation ◽  
Social Marketing ◽  
Phase 1 ◽  
Mental Health Stigma ◽  
Attitudes And Beliefs ◽  
Moral Norms ◽  
Institutional Norms ◽  
Social Marketing Campaigns

Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms. Importance to the Social Marketing Field: This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns. Method: Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012). Results: The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found. Recommendations for Research and Practice: The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign. Limitations: Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.

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.

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 Development and validity of the Value-based Stigma Inventory (VASI): a value-sensitive questionnaire for the assessment of mental health stigma

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Sophia Rieckhof ◽  
Christian Sander ◽  
Sven Speerforck ◽  
Elke Prestin ◽  
Matthias C. Angermeyer ◽  
...  
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Item Difficulty ◽  
Psychometric Evaluation ◽  
Value Orientations ◽  
Mental Illness Stigma ◽  
Normative Values ◽  
Mental Health Stigma ◽  
Confirmatory Factor Analyses ◽  
New Instrument

Abstract Background It has been hypothesized that mental illness stigma differs according to what matters most to people, and that this results in value-based differences in stigma within societies. However, there is a lack of stigma measures that account for a broad range of values, including modern and liberal values. Methods For the development of the Value-based Stigma Inventory (VASI) a preliminary item-pool of 68 VASI-items was assembled by mental health and stigma experts. For psychometric evaluation, we tested the VASI in an online sample of the general population (n = 4983). Results Based on item-characteristics as well as explorative and confirmatory factor analyses, a final version of the VASI was developed, comprising 15 items and 5 subscales. The VASI shows good psychometric properties (item difficulty = 0.34 to 0.67; mean inter-item correlation r = 0.326; Cronbach’s α = 0.879). Medium to high correlations with established stigma scales (SDS, SSMI), medium associations with instruments assessing personal values (PVQ, KSA-3) and small to no associations with a social desirability scale (KSE-G) attest to good convergent and discriminatory validity of the new instrument. Normative values for the VASI subscales are presented. Conclusions The developed VASI can be used to assess public stigma of mental illness including personal stigma-relevant value orientations.

scholarly journals Reducing Mental Health Stigma Through Identification With Video Game Avatars With Mental Illness

2020 ◽  
Vol 11 ◽  
Author(s):  
Arienne Ferchaud ◽  
Jonmichael Seibert ◽  
Nicholas Sellers ◽  
Nivia Escobar Salazar
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Video Game ◽  
Mental Health Stigma

scholarly journals Social Marketing of Mental Health Treatment: California’s Mental Illness Stigma Reduction Campaign

2019 ◽  
Vol 109 (S3) ◽  
pp. S228-S235 ◽  
Author(s):  
Rebecca L. Collins ◽  
Eunice C. Wong ◽  
Joshua Breslau ◽  
M. Audrey Burnam ◽  
Matthew Cefalu ◽  
...  
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Mental Health Treatment ◽  
Mental Illness Stigma ◽  
Stigma Reduction ◽  
Health Treatment

Mental Health Stigma: What's Been Done? Where to Go?

2017 ◽  
Vol 41 (S1) ◽  
pp. s245-s245
Author(s):  
P. Macedo ◽  
M. Silva ◽  
A. Fornelos ◽  
A.R. Figueiredo ◽  
S. Nunes
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Life ◽  
Social Inclusion ◽  
Psychiatric Patients ◽  
Mental Health Stigma ◽  
Public Stigma ◽  
Negative Consequences ◽  
People With Mental Illness ◽  
Competing Interest

IntroductionNegative attitudes towards psychiatric patients still exist in our society. Persons suffering from mental illness frequently encounter public stigma and may internalize it leading to self-stigma. Discrimination occurs across many aspects of economic and social existence. It may represent a barrier for patients to receive appropriate care. Many anti-stigma campaigns have been taken to decrease people's prejudice, but its effects are not well documented.ObjectivesTo characterize anti-stigma initiatives and its effects on diminishing negative consequences of stigma.MethodsBibliographical research using PubMed using the keywords “stigma” and “mental illness”.ResultsDespite several approaches to eradicate stigma, it shows a surprising consistency in population levels. It was expected that focus on education would decrease stigma levels. The same was expected following concentration on the genetic causation of pathology. Most studies have revealed that education has little value and endorsing genetic attributions has led to a greater pessimism on the efficacy of mental health services, sense of permanence and guilty feelings within the family.ConclusionPublic stigma has had a major impact on many people with mental illness, especially when leading to self-stigma, interfering with various aspects in life, including work, housing, health care, social life and self-esteem. As Goffman elucidated, stigma is fundamentally a social phenomenon rooted in social relationships and shaped by the culture and structure of society. Social inclusion has been pointed as a potential direction of change.Disclosure of interestThe authors have not supplied their declaration of competing interest.

scholarly journals Smartphone Health Assessment for Relapse Prevention (SHARP): a digital solution toward global mental health

BJPsych Open ◽  
2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Elena Rodriguez-Villa ◽  
Urvakhsh Meherwan Mehta ◽  
John Naslund ◽  
Deepak Tugnawat ◽  
Snehil Gupta ◽  
...  
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Serious Mental Illness ◽  
Relapse Prevention ◽  
Global Mental Health ◽  
Digital Health ◽  
Phase 1 ◽  
Health Assessment ◽  
Digital Tools ◽  
Two Phase

Background Predicting and preventing relapse presents a crucial opportunity and first step to improve outcomes and reduce the care gap for persons living with schizophrenia. Using commercially available smartphones and smartwatches, technology now affords opportunities to capture real-time and longitudinal profiles of patients’ symptoms, cognition, physiology and social patterns. This novel data makes it possible to explore relationships between behaviours, physiology and symptoms, which may yield personalised relapse signals. Aims Smartphone Health Assessment for Relapse Prevention (SHARP), an international mental health research study supported by the Wellcome Trust, will inform the development of a scalable and sharable digital health solution to monitor personal risk of relapse. The resulting technology will be studied toward predicting and preventing relapse among individuals diagnosed with serious mental illness. Method SHARP is a two-phase study with research sites in Boston, Massachusetts, and Bangalore and Bhopal, India. During phase 1, focus groups will be conducted at each study site to collect feedback on the design and features available on mindLAMP, a digital health platform. Individuals with serious mental illness will use mindLAMP for the duration of a year during phase 2. Results The results of the research outlined in this protocol will guide the development of technology and digital tools to help address pervasive challenges in global mental health. Conclusions The digital tools developed as a result of this study, and participants’ experiences using them, may offer insight into opportunities to expand digital mental health resources and optimize their utilisation around the world.

Attitudes and beliefs of Tunisian High-School teachers about schizophrenia: The impact of vignette gender

2021 ◽  
pp. 002076402110577
Author(s):  
Feten Fekih-Romdhane ◽  
Olfa Smaoui ◽  
Haitham Jahrami ◽  
Majda Cheour
Keyword(s):  
Mental Health ◽  
Stressful Life Events ◽  
Active Role ◽  
Traditional Healers ◽  
Gender Effects ◽  
Mental Health Stigma ◽  
Attitudes And Beliefs ◽  
School Teachers ◽  
Cross Sectional ◽  
The Impact

Background: Teachers have a crucial active role in provision of mental health services to students and fighting against mental health stigma in schools, hence their attitudes and beliefs toward mental illness should be assessed. Method: We carried-out a cross-sectional study with a non-probabilistic sample of 304 higher secondary school teachers. We used a structured questionnaire in which a vignette describing an individual with schizophrenia was presented, and was followed by a series of stigma-related questions. Results: A substantial proportion of teachers endorsed stressful life events (79.6%) as a cause of schizophrenia, elicited feelings of discomfort (41.4%) and incomprehension (41.1%) with the person displaying symptoms of schizophrenia, and agreed that the person’s condition will deteriorate even more (45.4%). Teachers perceived that the person described in the vignette is dependent on others, lacks will, is different from others and is unpredictable in 65.1%, 59.2%, 55.6%, and 49.7% of cases, respectively. In addition, 38.5% and 34.2% of teachers recommended turning to traditional healers and to a Sheikh or an imam of a mosque, respectively. Regarding gender effects, females with schizophrenia were regarded as more likely to be unable to make her own decisions and to be dependent on others than males, and were less likely to be recommended for seeking help from a family physician or to consult a psychiatric hospital than males. Conclusion: In the light of our findings, raising awareness of teachers of the impact of mental health issues on students should be prioritized in high schools in Tunisia.

The Impact of Social Marketing Campaigns on Reducing Mental Health Stigma: Results From the 2009–2014 Time to Change Programme

2017 ◽  
Vol 40 ◽  
pp. 116-122 ◽  
Author(s):  
G. Sampogna ◽  
I. Bakolis ◽  
S. Evans-Lacko ◽  
E. Robinson ◽  
G. Thornicroft ◽  
...  
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Social Marketing ◽  
Health Knowledge ◽  
Demographic Data ◽  
Social Contact ◽  
Mental Health Stigma ◽  
Online Questionnaire ◽  
Media Channels ◽  
The Impact

AbstractBackgroundIn England, during 2009–2014 the ‘Time to Change’ anti-stigma programme has included a social marketing campaign (SMC) using mass media channels, social media and social contact events but the efficacy of such approach has not been evaluated yet.MethodsThe target population included people aged between mid-twenties/mid-forties, from middle-income groups. Participants were recruited through an online market research panel, before and after each burst of the campaign (with a mean number of unique participants per each burst: 956.9 ± 170.2). Participants completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and behaviours [Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and level of awareness of the SMC were also collected.ResultsA total of 10,526 people were interviewed. An increasing usage of the SMC-media channels as well as of the level of awareness of SMC was found (P < 0.001). Being aware of the SMC was found to be associated with higher score at MAKS (OR = 0.95, CI = 0.68 to 1.21; P < 0.001), at ‘tolerance and support’ CAMI subscale (OR = 0.12, CI = 0.09 to 0.16; P < 0.001), and at RIBS (OR = 0.71, CI = 0.51 to 0.92; P < 0.001), controlling for confounders.ConclusionThe SMC represents an important way to effectively reduce stigma. Taking into account these positive findings, further population-based campaigns using social media may represent an effective strategy to challenge stigma.

scholarly journals Mental health stigma and professional help-seeking attitudes a comparison between Cuba and Germany

PLoS ONE ◽  
2021 ◽  
Vol 16 (2) ◽  
pp. e0246501
Author(s):  
Laura Nohr ◽  
Alexis Lorenzo Ruiz ◽  
Juan E. Sandoval Ferrer ◽  
Ulrike Buhlmann
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Mental Disorders ◽  
Cultural Context ◽  
Help Seeking ◽  
Mental Health Stigma ◽  
Professional Help ◽  
Help Seeking Attitudes ◽  
German Sample ◽  
Community Attitudes

Globally the burden due to mental disorders is continuously increasing. Still, professional help-seeking behavior is not fully understood. To conceive cultural determinants of help-seeking is crucial to reduce personal and social costs of (untreated) mental disorders. The current study investigates mental health stigma and help-seeking attitudes in a Cuban (n = 195) and a German (n = 165) sample. In a questionnaire survey we asked for attitudes towards mental illness and professional help-seeking in the general Cuban and German populations. The cultural context was associated with mental health stigma and professional help-seeking attitudes. Interestingly, Cuban participants reported stronger mental health stigma and more willingness to seek help. In multiple hierarchical regression analyses, community attitudes towards the mentally ill significantly predicted help-seeking attitudes, especially in the Cuban sample. Only in the German sample, more negative individual beliefs about mental illness predicted more self-stigma on help-seeking. Beyond that, cultural context moderated the association between mental health stigma and help-seeking attitudes with a stronger association between the measures in the German sample. However, gender did not predict help-seeking attitudes and self-stigma on help-seeking and no interactions between community attitudes, cultural context, and gender were found in the prediction of help-seeking attitudes. Similarities and differences between the samples are discussed in the light of the cultural contexts and peculiarities of the current samples. Concluding, implications of the current findings are reviewed.

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