Promoting Mental Health Resource Use on Campus by "Trying Something New".

PURPOSE

To design and test a persuasive health promotion campaign that aligns with the qualities of trying something new for the first time. Given that a majority of students have not previously sought/considered professional mental health assistance before, the hypothesis tested in this study asked whether a campaign that takes this into account is effective with this audience.

DESIGN

Participants viewed an online informational message (n = 84), information message plus first-time experience banner (n = 99), or 1 of 4 full campaigns, each depicting a student story and photo about a first-time experience (moving from home [n = 48], skydiving [n = 52], acting in a play [n = 48], and exercising with personal trainer [n = 48]).

MEASURES

Visual poster items: appeal (visually pleasing, 7 items, α = .92), support (value of poster, 5 items, α = .86) and behavioral intention items: engagement (participant seek help/pay attention, 3 items, α = .86), relevance (content as relevant, 3 items, α = .84), and judgment (judgment of others for not seeking help, 2 items, α = .87).

PARTICIPANTS

College students (N = 380).

RESULTS

In comparison to information-only messages, framing mental health help seeking as a first-time experience was linked with increased appeal, support, and engagement (M = 2.79 [standard deviation, SD = 1.34], M = 3.25 [SD = 1.23], M = 4.07 [SD = 1.28], P < .001, M = 4.38 [SD = 1.47], M = 4.92 [SD = 1.21], M = 4.57 [SD = 1.26], P = .014, and M = 3.13 [SD = 1.76], M = 3.56 [SD = 1.48], M = 4.02 [SD = 1.42], P < .001, respectively). As anticipated, the full campaign garnered the highest affect and engagement scores. When comparing the 4 first-time experiences, there were main effects on support and engagement (M = 5.06 [SD = 1.17], M = 4.27 [SD = 1.28], M = 4.59 [SD = 1.19], M = 4.38 [SD = 1.29], P = .009 and M = 4.50 [SD = 1.27], M = 3.75 [SD = 1.43], M = 4.01 [SD = 1.49], M = 3.84 [SD = 1.39], P = .042, respectively), with the novel experience of "working with a personal trainer" rated highest.

CONCLUSION

Findings from this study have implications for the design of health promotion materials on college campuses. Specifically, campaigns that frame seeking help for mental health as a new experience potentially increase student engagement in this behavior. A key finding from the present study is that a campaign in which this behavior is linked to a familiar form of interpersonal help seeking (personal training) can create receptivity to the stigmatized issue of mental health help seeking.