Resource:
Original Study - DOI 10.1007/s00127-012-0617-3
Results after one year - DOI 10.1007/s00127-013-0815-7
Developers/Authors: James D. Livingston, Andrew Tugwell, Kimberly Korf-Uzan, Michelle Cianfrone, Connie Coniglio
In One Voice
A social media and advertising campaign to build youth mental health
The ‘In One Voice’ campaign was a media-based campaign intended to raise mental health awareness and improve attitudes and behaviors toward mental health issues among youth (ages 13-17 in the present study) and young adults (ages 18-25). The website mindcheck.ca was used as a hub for program materials and a measuring tool to assess levels of impact from media advertisements and subsequent engagement with the website. Researchers also used questionnaires to measure attitudes (such as stigma), and behaviors (such as helping behaviors) among a sample of over 800 youth before and two months after the program launched. Social media advertisements featuring a prominent male sports figure was the primary advertising vehicle for the ‘In One Voice’ campaign.
Key Findings
The ‘In One Voice’ campaign receives a rating of 5.
This intervention has been shown to have significant positive effects on the following key-pillars of Mental Health Literacy:
- Knowledge
- Help Seeking
- Stigma
- Obtaining & Maintaining Positive Mental Health
- Recognition of Mental Disorders
This campaign was designed to assess and improve help seeking and stigma with respect to mental health. However, these outcomes were generally unchanged by the intervention. Knowledge, Obtaining & Maintaining Positive Mental Health, and Recognition of Mental Disorders were not quantitatively measured in the relevant literature. Thus we have no insight into this program’s efficacy with respect to these key pillars.
The most substantive positive effect reported by the researchers is awareness and/or knowledge of the advertising campaign itself. Those levels of campaign awareness did not generalize to positive improvement in any MHL outcomes whatsoever.
Mindcheck.ca is no longer in service. There is no evidence of the campaign remaining in effect. Program details and descriptions are only available within the academic manuscripts, which can be found under the ‘Resources’ section above.
(Ratings of 4-6 are not scored for dissemination readiness)
For more information on our scoring system, criteria, and outcomes for The Resource, please see the Evaluation Process & Scoring page
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