RT info:eu-repo/semantics/article
T1 Time to Change’s social marketing campaign for a new target population: results from 2017 to 2019
A1 González Sanguino, Teresa Clara
A1 Potts, Laura C.
A1 Milenova, Maria
A1 Henderson, Claire
AB Background: Since 2009 Time to Change has included among its strategies a social marketing campaign to tacklethe stigma surrounding mental health problems. At the start of its third phase (2016–2021) the target group of thecampaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low incomegroups and the content was focused on men.Methods: Participants (n = 3700) were recruited through an online market research panel, before and after eachburst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health KnowledgeSchedule, 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 andawareness 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 ormore bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnicminorities 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 withmental illness had the strongest association with all outcome measures, while the awareness of the campaign wasalso 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 targetaudience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found noevidence that demographic differences in stigma have widened, and indeed those by age group and region ofEngland have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. Bytargeting a lower socioeconomic group and creating relatively greater awareness among men and in Black andethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma
YR 2019
FD 2019
LK https://uvadoc.uva.es/handle/10324/64565
UL https://uvadoc.uva.es/handle/10324/64565
LA spa
NO González-Sanguino, C., Potts, L. C., Milenova, M., & Henderson, C. (2019). Time to Change’s social marketing campaign for a new target population: results from 2017 to 2019. BMC psychiatry, 19, 1-11. 10.1186/s12888-019-2415-x
DS UVaDOC
RD 23-nov-2024