Exposure to and Impact of a Mass Media Campaign Promoting Healthy Coping Strategies With Mental Health Challenges

PurposeTo evaluate the reach and short-term effectiveness of the Turn To social marketing campaign, which encourages healthy coping strategies for mental health challenges and promotes mental health communication in Texas.DesignA cross-sectional survey was conducted in March 2023, 3 months after the campaign launch.SettingData were collected online.SampleA sample of adult Texans (N = 1979).MeasuresMental health-related norms, efficacy, behaviors, and campaign awareness.AnalysisMultivariable linear regressions and multivariable logistic regressions were performed to assess the relationship between campaign awareness and potential campaign outcomes.ResultsExposure to the campaign was positively associated with higher levels of self-efficacy (B = .009, P < .001) and response efficacy (B = .042, P = .045) in stress management, stronger perceived norms of seeking (B = .088, P < .001) and providing (B = .088, P < .001) mental health support, and a greater likelihood of engaging in recommended behaviors-such as asking for help from one's social network (OR = 2.126, P < .001).ConclusionsOur findings suggest that the campaign has achieved several indicators of early success. Social marketing campaigns may offer a feasible and promising approach to encouraging healthy coping strategies for mental health issues and fostering social connection through more open conversations about mental health challenges.