【兰德】洛杉矶县2024年心理健康行动社会营销活动评估2024_36页_272kb

2024 Take Action for Mental Health Social Marketing Campaign Evaluation Summary

Core Content

The 2024 Take Action for Mental Health (TAFMH) campaign, led by the Los Angeles County Department of Mental Health (LACDMH), aimed to promote community connectedness, increase awareness of mental health resources, mobilize residents around mental health, improve well-being, and reduce stigma. The campaign was part of a broader initiative under the Mental Health Services Act (MHSA), which funds mental health prevention and early intervention efforts in California. It was conducted in collaboration with community-based organizations (CBOs) and sports/entertainment partners, including the Los Angeles Dodgers, LA Galaxy, LA Sparks, ESPN LA, Univision, and AEG, to maximize reach and impact.

Main Goals and Objectives

• Promote community connectedness
• Increase awareness of LACDMH and other mental health resources
• Mobilize residents to address mental health challenges
• Improve well-being
• Reduce mental health stigma

Key Findings

Reach of the Campaign

• Youth (ages 14–25): 38% were exposed to the campaign, with 62% of those experiencing serious psychological distress in the past month reporting exposure.
• Adults (ages 26+): 23% were exposed, with higher reach among those with lower education and income levels.
• The campaign reached 579,500 youth and 1.56 million adults in Los Angeles County.

Perceptions of the Campaign

• Perceptions of the campaign were overwhelmingly positive.
• Participants who were exposed to the campaign were more likely to report:
  • Awareness of mental health resources
  • Feeling more connected to their communities
  • Greater mobilization around mental health

Impact on Outcomes

• Exposed adults were more likely to feel connected to their communities and mobilized to address mental health challenges.
• Exposed youth were not significantly more connected to their communities or mobilized compared to unexposed peers.
• Exposed participants were more likely to be aware of LACDMH resources and the Help Line, which is a key resource for accessing mental health support.

Campaign Methods

Community Events

• LACDMH funded 70 CBOs to host 187 events across the county.
• Additional 9 LACDMH-hosted events were held, including flagship events in each service area and a county-wide event at Santa Monica Pier.
• Events focused on both mental health awareness and community-building, with messages promoting action, connection, and resource access.

Media and Partnerships

• Outdoor advertising, radio and TV spots, and social media posts were used to promote the campaign.
• Partnerships with sports and entertainment organizations increased the campaign's visibility and reach, particularly among diverse populations.
• Campaign messages were displayed at MLB, MLS, WNBA games and AEG venues.

Survey Methodology

• Online survey of 1,032 residents (319 youth, 713 adults) was conducted from June 11 to July 8, 2024.
• The survey included questions on:
  • Demographic and mental health characteristics
  • Exposure to the campaign
  • Perceptions of the campaign and its effects
  • Campaign outcomes such as community connectedness, resource awareness, mobilization, stigma reduction, and well-being

Campaign Outcomes

Community Connectedness

• Exposed adults were more likely to feel connected to their communities and to believe that community engagement improves well-being.
• Exposed youth did not show a similar increase in community connectedness.

Resource Awareness

• Exposed residents were more likely to be aware of LACDMH and local mental health resources.
• Awareness of the LACDMH Help Line was also higher among exposed individuals, with some indicating they had called or texted it since March 2024.

Mobilization to Action

• Exposed adults were more likely to believe they could take action for their mental health and support others with mental health challenges.
• Exposed adults were also more likely to recognize mental health signs and plan to reduce barriers to treatment.

Stigma Reduction

• The campaign was associated with lower levels of stigma among adults, particularly in terms of social distance from individuals with mental illness.
• Self-stigma (e.g., hiding mental health issues from co-workers or friends) was also reduced among adults.
• Youth did not show a significant change in stigma perception.

Well-Being

• The campaign aimed to improve well-being, measured through loneliness, hopefulness, and social support.
• While not the primary focus, the survey included validated scales to assess these outcomes.

Conclusion and Recommendations

The 2024 Take Action for Mental Health campaign was successful in reaching a significant portion of the Los Angeles County population, particularly among youth experiencing psychological distress and adults with lower education and income levels. The campaign's messages and partnerships were effective in promoting resource awareness, community connectedness, and mobilization among adults, but less effective with youth. The positive perceptions of the campaign suggest it has the potential to influence mental health attitudes and behaviors, especially when targeting diverse communities and transition age youth.

Recommendations include:

• Continuing to target transition age youth with tailored messaging.
• Expanding partnerships with diverse organizations to increase reach.
• Enhancing youth-specific outreach to improve community engagement and mobilization.
• Monitoring long-term impact on stigma and mental health service utilization.