Community and Public Health, Canterbury District Health Board.
Department of Management, Marketing and Entrepreneurship, University of Canterbury.
Health Promot Int. 2020 Feb 1;35(1):111-122. doi: 10.1093/heapro/day106.
The All Right? campaign was developed as a mental health promotion campaign following the 2010-2011 Canterbury earthquakes. One aspect of the overall campaign was the utilisation of social media as a means of promoting wellbeing messages. This research evaluates the use of the All Right? Facebook page as a means of promoting wellbeing after a major natural disaster. Quantitative and qualitative methods were used to gather data about the social media component of the All Right? campaign. Findings indicate that the All Right? Facebook page has become a valued source of consistent wellbeing tips and advice -'the place that I go'. Wellbeing reminders posted on the page were especially valued following earthquake aftershocks. High proportions of respondents to a survey (n = 212) linked from the All Right? Facebook page agreed that the page was helpful (98%), gave people ideas of things that they can do to help themselves (96%), and made people think about their wellbeing (93%). Over four fifths (85%) of respondents had done activities as a result of what they saw on the All Right? Facebook page. Success factors for the Facebook page often mirrored those for the campaign itself, including: local research to inform the use of appropriate language for translating evidence-based wellbeing messages into a local setting; not being marketed as a government message; and effectively combining public health and communications expertise. Success factors specific to the Facebook page included: regular posts with a focus on issues that affect everyone in Canterbury post-disaster; timely posts, especially immediately following aftershocks; a consistent tone for the All Right? Facebook page; and balancing wellbeing facts and tips with other content that was relevant to the Canterbury population. The overall success of the All Right? Facebook page was reliant on being part of a trusted population-wide mental health promotion campaign.
“一切都好？”（All Right?）运动是在 2010-2011 年坎特伯雷地震后作为一项促进心理健康的运动而开展的。该运动的一个方面是利用社交媒体作为传播幸福信息的手段。这项研究评估了“一切都好？”脸书页面在重大自然灾害后促进幸福感的作用。该研究使用定量和定性方法收集了关于“一切都好？”运动社交媒体部分的数据。调查结果表明，“一切都好？”脸书页面已成为一个有价值的、持续提供幸福提示和建议的来源，是“我经常访问的地方”。地震余震后，该页面上发布的幸福提醒特别有价值。从“一切都好？”脸书页面链接的调查受访者（n=212）中，有很高比例的人认为该页面有帮助（98%）、为人们提供了他们可以做些什么来帮助自己的想法（96%），并促使人们思考自己的幸福感（93%）。超过五分之四（85%）的受访者因为在“一切都好？”脸书页面上看到的内容而采取了行动。该脸书页面的成功因素与运动本身的成功因素相似，包括：为将基于证据的幸福信息翻译成当地语言，进行当地研究以使用适当的语言；不将其作为政府信息进行营销；以及有效地结合公共卫生和传播专业知识。该脸书页面的成功因素还包括：定期发布关注坎特伯雷灾后每个人都受到影响的问题的帖子；及时发布帖子，尤其是在余震后；为“一切都好？”脸书页面保持一致的基调；以及在其他与坎特伯雷居民相关的内容中平衡幸福事实和建议。“一切都好？”脸书页面的整体成功依赖于其作为值得信赖的全民心理健康促进运动的一部分。
