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Social Psychiatry and Psychiatric Epidemiology

Published in:

01-06-2013 | Original Paper

Evaluation of a campaign to improve awareness and attitudes of young people towards mental health issues

Authors: James D. Livingston, Andrew Tugwell, Kimberly Korf-Uzan, Michelle Cianfrone, Connie Coniglio

Published in: Social Psychiatry and Psychiatric Epidemiology | Issue 6/2013

Abstract

Purpose

This study evaluated the effectiveness of the In One Voice campaign for raising mental health awareness and improving attitudes of youth and young adults towards mental health issues. The campaign featured a prominent male sports figure talking about mental health issues and used online social media.

Methods

A successive independent samples design assessed market penetration and attitudinal changes among the young people. Two samples completed an online questionnaire either immediately before (T1: n = 403) or 2 months after (T2: n = 403) the campaign launch. Website analytics determined changes in activity levels of a youth-focused mental health website (mindcheck.ca).

Results

One-quarter (24.8 %, n = 100) of the respondents remembered the campaign. The proportion of respondents who were aware of the website increased significantly from 6.0 % at T1 to 15.6 % at T2. Average overall scores on standardized measures of personal stigma and social distance were not significantly different between T1 and T2 respondents. Attitudes towards mental health issues were statistically similar between respondents who were or were not exposed to the campaign. Those who were exposed to the campaign were significantly more likely to talk about and seek information relating to mental health issues.

Conclusions

The proximal outcomes of the campaign to increase awareness and use of the website were achieved. The distal outcome of the campaign to improve attitudes towards mental health issues was not successfully achieved. The brief social media campaign improved mental health literacy outcomes, but had limited effect on personal stigma and social distance.

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Title: Evaluation of a campaign to improve awareness and attitudes of young people towards mental health issues
Authors: James D. Livingston
Andrew Tugwell
Kimberly Korf-Uzan
Michelle Cianfrone
Connie Coniglio
Publication date: 01-06-2013
Publisher: Springer-Verlag
Published in: Social Psychiatry and Psychiatric Epidemiology / Issue 6/2013
Print ISSN: 0933-7954
Electronic ISSN: 1433-9285
DOI: https://doi.org/10.1007/s00127-012-0617-3

Keynote webinar | Spotlight on medication adherence

Springer Medicine

Evaluation of a campaign to improve awareness and attitudes of young people towards mental health issues

Abstract

Purpose

Methods

Results

Conclusions

Keynote webinar | Spotlight on medication adherence

Springer Medicine

Abstract

Purpose

Methods

Results

Conclusions

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