兰德-Evaluation-of-Los-Angeles-Countys-Mental-Health-Community-Engagement-Campaign_57页_622kb

Summary of the Evaluation of Los Angeles County's Mental Health Community Engagement Campaign

Core Content

The evaluation of the Los Angeles County Department of Mental Health (LAC DMH)'s WhyWeRise campaign, launched in May 2018, aimed to assess the campaign's reach and impact on community engagement with mental health issues among youth aged 14–24. The campaign was funded by Proposition 63 (MHSA), which allocates resources for prevention and early intervention (PEI) activities. The evaluation, conducted by RAND Health Care in partnership with CalMHSA, used a multi-method approach, including in-person surveys, social media analysis, and a broader youth survey.

Main Points and Findings

• Campaign Overview:

  • The WhyWeRise campaign includes a WeRise event, an immersive experience in downtown Los Angeles, featuring art, panels, workshops, and performances.
  • The event ran from May 19 to June 10, 2018, with a focus on promoting mental health as a civil right and addressing barriers to access.
  • The campaign also includes social media outreach and online resources, with the goal of mobilizing youth toward mental health advocacy.

• Evaluation Methods:

  • In-person surveys of WeRise attendees were conducted during the first two weekends of the event and during school and foster family events.
  • Online youth survey across Los Angeles County assessed awareness and attitudes toward mental health among the target age group.
  • Twitter data analysis examined conversations related to mental health and the campaign.

• Key Results:

  • Reach: One in five youth aged 14–24 were aware of WeRise or WhyWeRise, indicating a substantial reach for a short campaign period.
  • Awareness and Attitudes:
    • Attendees who spent more time at the event were more likely to express supportive and understanding attitudes toward people with mental illness.
    • Campaign exposure increased awareness of mental health challenges, including stigma, treatment access, and discrimination.
    • Youth who were exposed to the campaign were more likely to feel empowered and mobilized toward mental health activism.
    • There was a noticeable increase in knowledge about how to seek help for mental health issues.
  • Demographics:
    • A significant portion of attendees had personal or family connections to mental health.
    • The teen sample included more Black and Latino youth, while the adult sample had a higher proportion of Black and "other" race/ethnicity individuals.
    • Gender imbalance: The event attracted more females than males, raising concerns about the need to engage male youth more effectively.

• Social Media Impact:

  • The @WeRise_LA handle was part of a mental health-focused Twitter community, which had strong connections to another community discussing mental health in the context of civil rights and access inequalities.
  • The campaign's social media reach was significant, with over 1.5 million Facebook impressions and 1.4 million Twitter impressions during the campaign period.
  • However, the second community (focused on civil rights and access) did not engage with the campaign, suggesting a need for greater outreach to this group.

Key Recommendations

• Focus on Social Justice and Inequality:

  • Emphasize reducing stigma and increasing knowledge about mental illness, while also addressing specific inequalities in access, such as those related to jail, homelessness, and trauma.
  • These issues are already part of the campaign but may require greater emphasis due to less preexisting agreement on them.

• Engage Male Youth and Those with Lower Awareness:

  • Since male attendees are less likely to use mental health services and face higher stigma, the campaign should target this group more directly.
  • Future events should also engage individuals with lower mental health awareness and increase participation from high school and college-aged youth.

• Strengthen Social Media Connections:

  • The campaign should expand its presence in the civil rights and access-focused online community.
  • This could be achieved by engaging influential individuals in this community and encouraging them to promote the campaign.

• Continue the Campaign and Evaluation:

  • Public attitudes change slowly, so continued campaign efforts are essential.
  • Ongoing evaluation is recommended to determine whether the campaign leads to lasting behavioral and attitudinal changes.

Conclusion

The WhyWeRise campaign demonstrated impressive reach and positive early outcomes, including increased awareness, understanding, and advocacy among youth. However, to maximize its impact, the campaign should target underrepresented groups, expand social media engagement, and continue its efforts to foster a movement for mental health equity. Continued evaluation will be crucial in confirming the causal effects of the campaign and guiding its future development.