Schlichthorst Marisa, King Kylie, Turnure Jackie, Sukunesan Suku, Phelps Andrea, Pirkis Jane
Centre for Mental Health, Melbourne School of Population and Global Health, The University of Melbourne, Parkville, Australia.
Heiress Films, Sydney, Australia.
JMIR Ment Health. 2018 Feb 15;5(1):e14. doi: 10.2196/mental.9120.
It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr).
This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide.
We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement.
The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages.
The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.
有人认为，传统男性气质的某些主要方面导致了澳大利亚男性自杀率居高不下。我们制作了一部三集纪录片《振作起来》，探讨男性气质与自杀之间的复杂关系，并鼓励男性质疑社会强加的关于何为男性的规则，要求他们敞开心扉，表达复杂情感，并在需要时寻求帮助。我们在纪录片播出的同时，利用5个社交媒体渠道（推特、脸书、照片墙、优兔和汤博乐）开展了一个分三个阶段的社交媒体宣传活动。
本研究旨在考察“振作起来”推特宣传活动对社交媒体上有关男性气质和自杀话题讨论的影响程度。
我们利用推特洞察数据来评估宣传活动的覆盖面和参与度（使用关注者、点赞、转发和展示量等指标），并确定宣传活动中表现最佳和最差的推文（使用反应的综合表现指标）。我们利用原创内容推文来确定宣传活动是否增加了相关推特对话的数量（汇总选定宣传活动主题标签随时间变化的推文数量），并利用这些数据的一个子集来深入了解与受众参与度相关的主要内容主题。
该宣传活动吸引了大量关注者，他们积极参与宣传活动的内容；在整个活动期间，该活动获得了约5000个赞和2500次转发，展示量约为102.2万次。主持人发布的表现最佳的推文包含视频片段，且出现在宣传活动最活跃的时期（纪录片播出前后）。与常用主题标签（#振作起来#、#澳大利亚广播公司振作起来#、#倾听#和#大声说出来#）相关的对话数量与宣传活动的开展直接相关，在纪录片播出的3周内增长最为强劲。与寻求帮助、男性气质和表达情感相关的内容参与度最高。许多关注者发布了个人故事，这些故事显示出对纪录片内容压倒性的积极看法，并强烈认可其传达的信息。
“振作起来”推特宣传活动引发了关于男性气质和自杀的讨论，否则这些讨论可能不会发生。对一些人来说，这在改变对表达情感和向他人求助的态度方面可能具有变革性意义。该宣传活动在实时传播信息和促进对话方面特别有效，这是它相对于更传统的健康促进活动的一个优势。这种方法很可能适用于心理健康（和身体健康）促进活动的其他领域，以扩大其覆盖面和提高其有效性。
