Formative research was undertaken in the Illawarra to identify local communication strategies to influence the help seeking behaviour of young people in relation to a new youth -focused GP mental health service. Research with the target market (12-25yrs) revealed the need for a local campaign to address the stigma associated with the use of mental health services, the need for segment - specific strategies tailoring communication variables and channels to reach different market segments and the need to emphasise the central role of the GP to the service In addition, responses indicated that a local campaign should also address the need for segment - specific strategies tailoring communication variables and channels to reach different market segments .
Phillipson, L. and Wiese, E., "Developing Effective Communication Strategies to Promote the Help-Seeking of Young People With Mental Health Problems in the Illawarra" (2008). Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings. Paper 4.