The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme.

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Title: The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme.
Authors: Sampogna, G
Bakolis, I
Evans-Lacko, S
Robinson, E
Thornicroft, G
Henderson, C
Item Type: Journal Article
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.
Issue Date: 19-Dec-2016
Date of Acceptance: 22-Aug-2016
ISSN: 1778-3585
Publisher: Elsevier
Start Page: 116
End Page: 122
Journal / Book Title: European Psychiatry
Volume: 40
Issue: February 2017
Copyright Statement: © 2016 Elsevier Masson SAS. All rights reserved. Open Access under a Creative Commons Attribution license (
Keywords: Epidemiology
Global mental health
Social marketing campaign
11 Medical And Health Sciences
17 Psychology And Cognitive Sciences
Publication Status: Published
Conference Place: France
Open Access location:
Appears in Collections:Epidemiology, Public Health and Primary Care

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