Effective communication only part of the strategy needed to promote help-seeking of young people with mental health problems

Authors

Lyn J. Phillipson, University of WollongongFollow
Sandra C. Jones, University of WollongongFollow
Elizabeth M. WieseFollow

RIS ID

27848

Publication Details

Phillipson, L. J., Jones, S. C. & Wiese, E. M. (2009). Effective communication only part of the strategy needed to promote help-seeking of young people with mental health problems. Social Marketing Quarterly, 15 (2), 50-62.

Abstract

Formative research was undertaken in the Illawarra region of New South Wales(south of Sydney, Australia) to identify local communication strategies to influencethe help-seeking behavior of young people in relation to a new youth-focusedgeneral practice (or physician) led mental health service. Research with the targetmarket 25 years revealed the need for a local campaign to address the stigmaassociated with the use of mental health services and the need to emphasize thecentral role of the general practitioner or physician to the service. The results alsoindicated that any overarching campaign should be complemented by segmentspecificstrategies which tailor not only communication variables and channelsto reach different market segments, but also consider varying aspects of theproduct or service to reach a broad cross-section of the target group.