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Effectiveness and confusion of the Time to Change anti-stigma campaign
- Authors:
- ABRAHAM Abu, et al
- Journal article citation:
- Psychiatrist (The), 34(6), June 2010, pp.230-233.
- Publisher:
- Royal College of Psychiatrists
The study aimed to assess whether the Time to Change mental health awareness campaign promotional materials were likely to have any effect on public attitudes towards mental illness. Postcards, leaflets and bookmarks promoting the campaign were posted to 250 participants recruited from a representative panel of members of the public. A fortnight later a questionnaire was sent to assess the impact the campaign materials had. One hundred and ninety six individuals responded. Results showed that only 23% of participants recognised the Time to Change logo after two weeks and only 20% correctly reported that one in four people were affected by mental health problems when presented with five alternative responses. Almost as many participants thought the campaign was promoting a British political party rather than discrimination against mental illness. The authors conclude that a single exposure to Time to Change campaign materials is unlikely to be effective. The title of the campaign is also likely to be confused with political campaigning in Britain.