Evans-Lacko Sara, Malcolm Estelle, West Keon, Rose Diana, London Jillian, Rüsch Nicolas, Little Kirsty, Henderson Claire, Thornicroft Graham
Health Service and Population Research Department, Institute of Psychiatry, King's College London, London SE5 8AF, UK.
Br J Psychiatry Suppl. 2013 Apr;55:s77-88. doi: 10.1192/bjp.bp.113.126672.
England's Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination.
We aimed to assess the effectiveness of the mass media component and also that of the mass social contact events.
Online interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems.
Prompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact (M = 2.68) v. no contact (M = 2.42) on perceived attitude change; t(211) = 3.30, P = 0.001. Contact quality predicted more positive attitude change (r = 0.33, P<0.01) and greater confidence to challenge stigma (r = 0.38, P<0.01).
The favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.
英国的“改变时机”（TTC）社会营销活动强调有心理健康问题和没有心理健康问题的人之间的社交接触，以减少污名化和歧视。
我们旨在评估大众媒体部分以及大规模社交接触活动的有效性。
在每次大众媒体社会营销活动前后进行在线访谈，以评估知识、态度和行为的变化以及活动认知与结果之间的关联。社交接触活动的参与者被问及接触的发生情况和质量、态度、讨论心理健康问题的意愿以及对有心理健康问题的人的预期行为。
活动提示认知率为38 - 64%。在一个预期行为项目上观察到纵向改善，但在知识或态度方面没有。活动认知与更多知识（β = 0.80，95%置信区间0.52 - 1.08）、更积极的态度（共性优势比1.37，95%置信区间1.10 - 1.70；危险性优势比1.41，95%置信区间1.22 - 1.63）和预期行为（β = 0.75，95%置信区间0.53 - 0.96）呈正相关。活动中的社交接触对感知到的态度变化显示出积极影响（均值 = 2.68），而无接触组（均值 = 2.42）；t(211) = 3.30，P = 0.001。接触质量预示着更积极的态度变化（r = 0.33，P < 0.01）和更大的挑战污名的信心（r = 0.38，P < 0.01）。
社会营销活动的有利短期后果表明，反污名化项目可以利用社交接触来减少污名。
