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

Published online by Cambridge University Press:  23 March 2020

G. Sampogna ,
I. Bakolis ,
S. Evans-Lacko ,
E. Robinson ,
G. Thornicroft  and
C. Henderson
G. Sampogna*
Affiliation:
Department of Psychiatry, University of Naples SUN, Naples, Italy
I. Bakolis
Affiliation:
Health Services and Population Research Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK Biostatistics Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK
S. Evans-Lacko
Affiliation:
Health Services and Population Research Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK Personal Social Services Research Unit, London School of Economics and Political Science, London, UK
E. Robinson
Affiliation:
Biostatistics Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK
G. Thornicroft
Affiliation:
Health Services and Population Research Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK
C. Henderson
Affiliation:
Health Services and Population Research Department, Institute of Psychiatry, Psychology and Neuroscience, King’s College London, London, UK
*
* Corresponding author. E-mail address:gaia.sampogna@gmail.com (G. Sampogna).
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Abstract

Background

In 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.

Methods

The 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.

Results

A 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.

Conclusion

The 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.

Keywords

StigmaGlobal mental healthEpidemiologySocial marketing campaign
Type
Original article
Information
European Psychiatry , Volume 40 , February 2017 , pp. 116 - 122
Copyright
Copyright © Elsevier Masson SAS 2017

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