The role of internet technology and social branding in improving the mental health and wellbeing of young people.

AIMS

With large numbers of young people experiencing mental health difficulties but not seeking help, there is a need to develop not only innovative but also well-promoted strategies that are appealing to this population and reduce barriers to help seeking.

METHODS

Reach Out! (http://www.reachout.com.au) is presented as a case study, demonstrating an internet-based initiative that sucessfully incorporates technology and social branding to provide a service that promotes the mental health and wellbeing of young people in Australia aged 16 to 25.

RESULTS

With over seven million visits since its launch in 1998 and one in three young Australians aware of the website, Reach Out! is a trusted service that young people in Australia use when going through a tough time. Online user profiling suggests that after visiting Reach Out!, 38% of young people contact a mental health professional. The implications of these results will be discussed.

CONCLUSIONS

Reach Out! can serve as a model for the social sector to utilize technology and social branding to enhance existing community-based services and promote the mental health and wellbeing of young people.