Evidence-based mental health promotion resource - health.vic.gov.au

48 Evidence-based mental health promotion resourceGood practiceSocial marketing and media advocacy aremore effective when part of a mix withother interventions, particularly localcommunity action.Population group/settingMedia campaigns can target community settings, local populations and segmentedpopulation groups.EffectivenessSignificant positive changes in knowledge of and attitudes towards mental health(particularly reducing stigma) have been found in UK, US and Norwegian evaluations ofmedia campaigns (Jane-Llopis et al. 2005). The development of personal skills throughchanges in behavioural intentions was found in the United Kingdom (Barker 1993). Theeffectiveness of media-based campaigns for mental health promotion is increased whena campaign is complemented by a mix of focused community activities and used overtime rather than as a brief intervention.Implementation issuesThe principles for effective health promotion media campaigns apply to campaignsseeking to promote mental health:• Use media campaigns with a mix of interventions where possible.• Reaching into segmented population groups or communities requires thedevelopment of culturally competent materials and practices.• Well designed evaluations (including cost-effectiveness measures) are neededto strengthen the evidence on the use of media interventions for mental healthpromotion.CommentA small scale evaluation of the VicHealth ‘Together we do better’ campaign found mediaadvocacy can have an impact on knowledge and attitudes in relation to mental healthpromotion literacy.ReferencesBarker, C, Pistrang, N, Shapiro, DA, Davies, S & Shaw, I 1993, ‘“You in mind”: apreventive mental health television series’, British Journal of Clinical Psychology, vol. 32,pp. 281–93.Health Education Board for Scotland 1997, Mental health promotion: strategicstatement, Edinburgh. Available at www.hebs.scot.nhs.uk/info/strategy.Jane-Llopis, E, Barry, M, Hosman, C & Patel, V 2005, ‘Mental health promotion works:a review’, IUHPE – Promotion and Education, vol. 2, pp. 9–25.Tilford, S, Delaney, F & Vogels, M 1997, Effectiveness of mental health promotioninterventions: a review, Health Education Authority, UK Department of Health, London.