Stigma Reduction and Suicide Prevention Mass Media Campaign: Translating Research Into Practice

Background: ‘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.  

Program background:  Formative research findings were translated into a logic model and behavior change messaging for different priority populations in San Diego County.  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. Mass media and targeted strategies were developed to convey and reinforce these messages with audiences.  The project also implemented strategies to prepare the community for individuals needing and seeking help and information, including a health care provider education campaign and close coordination with local crisis lines. 

Evaluation Methods and Results: 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 consisting of random digit dial phone surveys representative of San Diego residents and specific at-risk sub-groups; and 116 interviews with stakeholders representing various organizations, agencies, and constituents. Baseline results indicated that 73% of San Diegans thought opportunities for a person with mental illness would be limited, 41% of men said they would not want to work closely with a person with mental illness and 40% of respondents did not know how to recognize warnings signs for suicide.  Findings from a 6-month follow-up study showed that 83% of San Diegans recognized the campaign ads, 36% had discussed them with someone else, and 60% agreed that the ads helped them recognize symptoms of mental health problems. As a result of seeing the ads, 84% were more likely to be supportive, 83% more likely to be respectful and 75% more likely to feel comfortable talking to a friend or family member about their mental illness.  A significantly larger number of San Diegans who saw the campaign ads stated that they know where to seek help (68% vs.48%), how to recognize warning signs for suicide (69% vs.48%) and agreed that people with mental illness should be hired just like other people (66% vs. 52%), and also agreed that they would be willing to socialize (76% v. 64%), work closely with (67% vs.59%) and have a person experiencing mental illness marry into their family (37% vs.27%).

Conclusions:  Research-based campaigns that utilize behavior change models can be effective in influencing knowledge, attitude and behavior change.

Implications for research and/or practice:  The presentation will outline and show examples of how formative research and stigma reduction theory were applied to develop the campaign.  Participants will learn key principles and steps that were followed to maximize campaign effectiveness, and will see examples of final campaign materials and message delivery.  Findings from the baseline and 6 month follow-up study will be shared, and presenters will discuss how the follow-up findings will affect future campaign directions.