268056 Promoting social inclusion: Findings from a stigma reduction and suicide prevention mass media campaign

Tuesday, October 30, 2012 : 11:15 AM - 11:30 AM

Jana Sczersputowski, MPH , Your Social Marketer, Inc, San Diego, CA
Richelle Brown , AdEase, San Diego, CA
Anara Guard, MLS , Center for the Study and Prevention of Injuries, Violence and Suicide, EDC, Inc., Sacramento, CA
It's Up To Us is a five year, $8.4 million mass media campaign with goals to reduce stigma related to mental illness, promote mental wellness, counter negative stereotypes, and prevent suicide in San Diego County. It is funded through the California Mental Health Services Act and administered by the County of San Diego Health and Human Services. A comprehensive research process in the months leading up to launch in July 2010 included review of local, national and international studies and evaluations from suicide prevention and depression media campaigns; a baseline study; and 116 stakeholder interviews. The presentation will outline and show examples of how findings from the research process were translated into a logic model and behavior change messaging for different priority populations. Mass media (TV, radio, outdoor, digital, website) and targeted strategies (outreach, personal stories, print) will be shared. Strategies to prepare the community for individuals seeking help and information as a result of the campaign will be outlined, including a physicians' education campaign and working with the local crisis lines. Strategies for stigma reduction that have a high potential for sustainable behavioral impact, such as social justice, social inclusion and whole self-wellness, guided the campaign approach. Findings from a 6 month random digital dial follow-up study indicated that San Diegans who saw campaign ads scored significantly higher on the Lack of Social Distancing scale and on the Mental Health Knowledge & Access scale, indicating reduced stigma and increased knowledge of mental health resources.

Learning Areas:
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Identify challenges and elements that improve a mass media campaign’s chance of success in influencing attitudes and behavior change. Formulate the importance of identifying mediating and reinforcing influences on behavior to create campaign strategies and messages that will result in desired outcomes. Describe the process involved in applying research to a mass media campaign model and behavior change messaging.

Keywords: Mental Health, Media

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Jana Sczersputowski has over 12 years of experience in developing logic models, behavior change and evaluation frameworks for social marketing campaigns. She helped design the evaluation framework, behavior change model and logic model for the campaign, and was part of the team that conducted research activities, campaign material testing and development, and implementation of targeted outreach efforts of the campaign.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
AdEase Marketing Consultant and subcontractor to funded entity

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.