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 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.

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 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 Mobile Health for All: Public-Private Partnerships Can Create a New Mental Health Landscape

2016 ◽  
Vol 3 (2) ◽  
pp. e26 ◽  
Author(s):  
Dror Ben-Zeev
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Severe Mental Illness ◽  
Mobile Phone ◽  
Mobile Phones ◽  
Mobile Technology ◽  
Low Income ◽  
Mental Health Problems ◽  
Assistance Program ◽  
The U.S

Research has already demonstrated that different mHealth approaches are feasible, acceptable, and clinically promising for people with mental health problems. With a robust evidence base just over the horizon, now is the time for policy makers, researchers, and the private sector to partner in preparation for the near future. The Lifeline Assistance Program is a useful model to draw from. Created in 1985 by the U.S. Federal Communications Commission (FCC), Lifeline is a nationwide program designed to help eligible low-income individuals obtain home phone and landline services so they can pursue employment, reach help in case of emergency, and access social services and healthcare. In 2005, recognizing the broad shift towards mobile technology and mobile-cellular infrastructure, the FCC expanded the program to include mobile phones and data plans. The FCC provides a base level of federal support, but individual states are responsible for regional implementation, including engagement of commercial mobile phone carriers. Given the high rates of disability and poverty among people with severe mental illness, many are eligible to benefit from Lifeline and research has shown that a large proportion does in fact use this program to obtain a mobile phone and data plan. In the singular area of mobile phone use, the gap between people with severe mental illness and the general population in the U.S. is vanishing. Strategic multi-partner programs will be able to grant access to mHealth for mental health programs to those who will not be able to afford them—arguably, the people who need them the most. Mobile technology manufacturing costs are dropping. Soon all mobile phones in the marketplace, including the more inexpensive devices that are made available through subsidy programs, will have “smart” capabilities (ie, internet connectivity and the capacity to host apps). Programs like Lifeline could be expanded to include mHealth resources that capitalize on “smart” functions, such as secure/encrypted clinical texting programs and mental health monitoring and illness-management apps. Mobile phone hardware and software development companies could be engaged to add mHealth programs as a standard component in the suite of tools that come installed on their mobile phones; thus, in addition to navigation apps, media players, and games, the new Android or iPhone could come with guided relaxation videos, medication reminder systems, and evidence-based self-monitoring and self-management tools. Telecommunication companies could be encouraged to offer mHealth options with their data plans. Operating system updates pushed out by the mobile carrier companies could come with optional mHealth applications for those who elect to download them. In the same manner in which the Lifeline Assistance Program has helped increase access to fundamental opportunities to so many low-income individuals, innovative multi-partner programs have the potential to put mHealth for mental health resources in the hands of millions in the years ahead.

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.

Assessing Characteristics, Needs, and Preferences of a Secondary Audience for the Development of a Bilingual Parent Component to the Food Friends Social Marketing Campaign

2006 ◽  
Vol 12 (2) ◽  
pp. 43-57 ◽  
Author(s):  
Laura Bellows ◽  
Kathleen Cole ◽  
Jennifer Anderson
Keyword(s):  
Nutrition Education ◽  
Social Marketing ◽  
Low Income ◽  
Dietary Habits ◽  
Food Preferences ◽  
Expert Advice ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Telephone Interviews ◽  
Parent Component

Introduction of a variety of foods to children at an early age is essential because they acquire food preferences while establishing dietary habits during the first six years of life. Food Friends— Making New Foods Fun for Kids™ is a multifaceted awareness and education program designed to encourage preschool-aged children to try new foods, and thus increase food choice and dietary variety. To further enhance this behavior, nutrition education resources are needed aimed at encouraging parents, the secondary audience, to offer new foods to their children at home. The primary objectives of this study were to determine parents' preferences and needs for information and materials to help them offer new foods and to develop a parent component to the Food Friends social marketing campaign. A needs assessment was conducted via telephone interviews with parents ( n = 26). Bilingual taglines and graphics were pretested with parents, Head Start staff, and experts ( n = 306). The end products were a bilingual tagline, a secondary message, a graphic, and educational resources targeted to low-income parents. Formative research, expert advice, and the use of the Social Learning Theory contributed to the development of each of these products. Target audience feedback was essential in the development of this theory-driven, secondary audience component of a nutrition-related social marketing campaign.

scholarly journals Mental health stigma in Ukraine: cross-sectional survey

2021 ◽  
Vol 8 ◽  
Author(s):  
Eleanor Quirke ◽  
Vitalii Klymchuk ◽  
Orest Suvalo ◽  
Ioannis Bakolis ◽  
Graham Thornicroft
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Mental Disorders ◽  
Health Knowledge ◽  
Mental Health Disorders ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Health Disorders ◽  
Mental Health Knowledge ◽  
Intended Behaviour

Abstract Background and study objectives This study aimed to assess among Ukrainian adults: (1) knowledge of mental disorders; (2) attitudes towards people with mental health disorders, and to the delivery of mental health treatment within the community; and (3) behaviours towards people with mental disorders. Methodology A cross-sectional survey of Ukrainian adults aged 18–60 was conducted. Stigma-related mental health knowledge was measured using the mental health knowledge schedule. Attitude towards people with mental health disorders was assessed using the Community Attitudes towards Mental Illness scale. The Reported and Intended Behaviour scale was used to assess past and future intended behaviour towards people with mental health disorders. Results Associations between gender, age, and educational level and the knowledge and attitudes measures were identified. There was evidence of a positive association between being male and positive intended behaviours towards people with mental health disorders [mean difference (MD) = 0.509, 95% confidence interval (CI) 0.021–0.998]. Older age was negatively associated with positive intended behaviours towards people with mental health disorders (MD = −0.017, 95% CI 0.0733 to −0.001). Higher education was positively associated with stigma-related mental health knowledge (MD = 0.438, 95% CI 0.090–0.786), and negatively associated with authoritarian (MD = 0.755, 95% CI 0.295–1.215) attitudes towards people with mental health problems. Conclusion Overall, the findings indicate a degree of awareness of, and compassion towards, people with mental illness among Ukrainian adults, although this differed according to gender, region, and education level. Results indicate a need for the adoption and scaling-up of anti-stigma interventions that have been demonstrated to be effective.

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