Influence of Time to Change's social marketing interventions on stigma in England 2009-2011
Open accessAbstract
Background: England's Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination. Aims: We aimed to assess the effectiveness of the mass media component and also that of the mass social contact events. Method: Online interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems. Results: Prompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact ( M =2.68) v. no contact ( M = 2.42) on perceived attitude change; t (211)= 3.30, P=0.001. Contact quality predicted more positive attitude change ( r =0.33, P<0.01) and greater confidence to challenge stigma ( r =0.38, P<0.01). Conclusions: The favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.
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Improving public attitudes toward professional mental health help-seeking has been a major focus of campaigns aimed at increasing mental health service use.
“Improving public attitudes toward professional mental health help-seeking has been a major focus of campaigns aimed at increasing mental health service use (1-7).”
From Attitudes toward mental health help seeking as predictors of future help-seeking behavior and use of mental health treatments (2016) · cites this paper as [4]
The paper’s introduction describes improving public attitudes as an aim of Time to Change, and the Campaign media and messages section describes an emphasis on attitudes in year 2. Those attitudes concerned stigma toward people with mental illness; our copy does not establish improving attitudes toward professional help-seeking or increasing service use as campaign aims. (LLM, conf=0.83)
Experimental — accuracy not yet measuredIn the UK and Australia, changes in public attitudes corresponded with large-scale public and media campaigns.
“In UK and Australia, changes in public attitudes corresponded with large-scale public and media campaigns in these countries (4, 5, 16-19).”
From Attitudes toward mental health help seeking as predictors of future help-seeking behavior and use of mental health treatments (2016) · cites this paper as [4]
The Results and Discussion (page not provided) link awareness of England’s Time to Change media campaign with more favourable attitudes. They also report no consistent improvement in attitudes across the population over time. This paper does not provide evidence about Australia, so it supports only a narrower part of the claim. (LLM, conf=0.86)
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Self-citationBir İl Merkezinde Yaşayan Bireylerin Ruh Sağlığı Okuryazarlığının İncelenmesi
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How to Measure Knowledge About Mental Disorders? Validation of the Italian Version of the MAKS
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- Authors
- Evans-Lacko, S., Malcolm, E., West, K., Rose, D., London, J., Rüsch, N., Little, K., Henderson, C., & Thornicroft, G.
- Affiliations
- King's College London (GB)
- University of Roehampton (GB)
- Corresponding author
- Henderson, Claire
- ORCID
- Venue
- British Journal of Psychiatry
- Publisher
- Royal College of Psychiatrists
- Published
- 2013-04
- Volume
- 202
- Issue
- s55
- Pages
- s77-s88
- ISSN
- 0007-1250 (ISSN-L)
- 1472-1465
- OpenAlex
- W2102691453
- Cited by
- 151
- References
- 50
- Citations by year
- 2026: 4 · 2025: 9 · 2024: 5 · 2023: 4 · 2022: 8 · 2021: 9 · 2020: 9 · 2019: 11 · 2018: 9 · 2017: 16 · 2016: 18 · 2015: 16 · 2014: 19 · 2013: 12 · 2012: 1
- FWCI
- 32.45
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- The British Journal of Psychiatry (publishedVersion)
- PubMed (publishedVersion)
- Research Portal (King's College London) (publishedVersion, other-oa)
- Funders
- South London and Maudsley NHS Foundation Trust
- Comic Relief
- National Institute for Health and Care Research (RP-PG-0606-1053, NF-SI-0611-10053)
- Guy's and St Thomas' Charity
- King's College London
- Topics
- Social Sciences › Psychology › Social Psychology › Mental Health Treatment and Access
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Keywords
- mental health stigma, social marketing, mass media campaigns, attitudes toward mental illness, perceived dangerousness, campaign awareness, contact quality, stigma reduction
- MeSH terms
- Adult, Awareness, Mental Disorders, England, Female, Health Promotion, Humans, Interpersonal Relations, Health Knowledge, Attitudes, Practice, Male, Mass Media, Middle Aged, Surveys and Questionnaires, Social Change, Program Evaluation, Social Marketing, Social Stigma, Social Participation, Social Discrimination
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