College of Psychology, Illinois Institute of Technology, 3424 S. State St., Chicago, IL 60616, USA.
Psychiatr Serv. 2012 Jan;63(1):79-82. doi: 10.1176/appi.ps.201100460.
Advocates and social marketers have used substantial resources to develop public service announcements (PSAs) as a lead strategy in public education and awareness campaigns meant to eliminate stigma associated with mental illness. Evaluations of PSAs are needed to determine whether this is a good investment. The author notes that very few studies have been reported in the peer-reviewed medical and psychological research literature addressing this question. Reports of government contractors suggest that PSAs have some effect as measured by population penetration, but such data provide no meaningful evidence about the impact of PSAs, such as real-world change in prejudicial attitudes and discriminatory behaviors. The author considers reasons for the limited impact of PSAs and proposes that social marketing campaigns could enhance their impact by targeting local groups.
倡导者和社会营销人员已经投入了大量资源来制作公益广告 (PSA)，作为公共教育和宣传活动的主要策略，旨在消除与精神疾病相关的耻辱感。需要对 PSA 进行评估，以确定这是否是一项良好的投资。作者指出，在同行评议的医学和心理学研究文献中，很少有研究报告涉及这个问题。政府承包商的报告表明，PSA 按人口普及率衡量有一定效果，但此类数据并没有提供关于 PSA 影响的有意义证据，例如实际生活中偏见态度和歧视行为的改变。作者考虑了 PSA 影响有限的原因，并提出社会营销活动可以通过针对当地群体来增强其影响力。
