兰德-洛杉矶县2024年心理健康行动社会营销活动评估（英）2024_36页_614kb

Los Angeles County's 2024 Mental Health Social Marketing Campaign Evaluation

Key Findings

Reach:

• Youth:

  • 38% of county youth (ages 14–25) were exposed to the campaign; 62% of youth with serious psychological distress were reached.
  • Reach driven primarily by Dodgers partnerships (75% of youth exposure) and Univision (19% unique reach).
  • Campaign reached 579,500 youth countywide.

• Adults:

  • 23% of county adults (ages 26+) were exposed; disproportionally reached Hispanics and those with lower education/income.
  • Dodgers (58% exposure) and Univision (31% unique reach) were the most effective partnerships.

Perception and Impact:

• Adults:

  • 96% felt more connected to their community after exposure.
  • Events (92% for community connection), resource awareness (94% for LACDMH resources), and mobilization (100% for personal mental health action) were rated highly.
  • Campaign helped reduce stigma implicitly through community trust (88% agreement that LACDMH is trusted).

• Youth:

  • Similar positive perceptions of resource awareness; no significant gains in community connection or mobilization compared to 2023.
  • Higher stigma reduction potential among youth (64–78% rated stigma-reducing statements positively), but campaigns did not achieve statistically significant change overall.

Outcomes by Exposure:

• Adults:

  • Exposed individuals more likely to use LACDMH Help Line (1.2× rate) and aware of county/community resources (69% vs. 39% unexposed).
  • 55% of LACDMH service-area event attendees were residents of the local community.

• Youth:

  • Greater awareness of mental health resources; exposed youth used Help Line 12 times more often than unexposed peers.
  • Notably lower mobilization compared to adults.

Recommendations and Conclusions

Recommendations:

1. Expand Media Mix: Increase digital/social media prevalence given adult’s non-event-based exposure patterns; enhance branding for memorability.
2. Optimize Partnerships: End partnerships with minor reach (e.g., Sparks) to fund higher-Impact outreach; diversify trusted CBO adaptation.
3. Tailored Messaging: Develop youth-focused messaging to address gaps in community connection and mobilization.

Conclusion:

• Campaign successfully widened reach but fell short of mobilizing youth and reducing stigma significantly.
• While adult well-being and resource awareness improved, youth outcomes require refined approaches.
• Maintaining multiple campaign arms proved efficient for reach but message reinforcement was limited due to competition for attention.