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

Abstract

BackgroundIn 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.

Psychiatric diagnosis and other predictors of experienced and anticipated workplace discrimination and concealment of mental illness among mental health service users in England

“…In England, a large-scale anti-stigma campaign called Time to Change (TTC) has been running since 2007 to reduce mental health-related stigma [24,25]. Over the course of Time to Change, stigma related knowledge, attitudes and desire for social distance have all improved [26,27]. However, some questions have been raised about the effect and appropriateness of anti-stigma programmes [28], because of their implicit or explicit messages about the nature and causes of mental illness.…”

Using social media to create engagement: a social marketing review

“…Thirty-one studies were identified in this review, covering 29 different social marketing programmes, with four articles covering two programmes (Evans-Lacko et al, 2013;Sampogna et al, 2017) and (Tobey and Manore, 2014;Tobey et al, 2016) (see Table 2). The majority of the identified programmes were conducted in developed countries, including the United States (n=17), Canada (n=2), Australia (n=2), the United Kingdom (n=2), and other European countries (n=2).…”

Categorical versus dimensional thinking: improving anti-stigma campaigns by matching health message frames and implicit worldviews

“…Next to the well-known and often replicated finding that familiarity with mental illness or mentally ill people lowers public stigma on an individual level (e.g. Corrigan 2004Corrigan , 2012Corrigan et al 2012 andSchomerus et al 2007), limited research considers relevant personality traits as potential moderators in anti-stigma campaigns though, despite some evidence of their effects (Sampogna et al 2017). Public stigma, as we define it, implies discriminatory attitudes among a general population toward a certain group of individuals, which lead to increased distance.…”

“…et al (2013) /Sampogna et al (2017) Social contact with individuals with mental health problems is an effective anti-stigma social marketing programFrosch et al (2008) Patient lay beliefs about a disease label (e.g., hypertension vs. Korotkoff's Syndrome) affect treatment preferences with "realistic" body types reduces self-stigma and subsequently lowers motivation to engage in healthy behaviorsLincoln et al (2008) Biomedical public anti-stigma campaigns are more effective for medical students, whereas biopsychosocial campaigns are more effective for reducing mental health stigma with psychology students Greater health motivation, health knowledge, health locus of control, behavioral control and education, income and youth are related to greater likelihood of consumers engaging in preventative health behaviors. (2007) Antismoking public service announcements are most effective when framed to fit an individual's regulatory orientation; positively framed ads fit with a promotion focus, and negatively framed ads fit with a prevention focus.…”