Kristin Kosyluk, Annie Schmidt, Sara Abelson, Alison Malmon and Patrick Corrigan
The purpose of this paper is to describe the evaluation of a set of potential logos for a campaign aimed at promoting an environment of solidarity and support on college campuses…
Abstract
Purpose
The purpose of this paper is to describe the evaluation of a set of potential logos for a campaign aimed at promoting an environment of solidarity and support on college campuses for students with mental illness.
Design/methodology/approach
Participants completed an online survey responding to statements about college students and mental illness by selecting the logo they thought best represented each statement.
Findings
One-sample χ2 tests were conducted to assess difference in frequency of brand endorsement by statement.
Research limitations/implications
Through use of the scientific method to evaluate three potential logos designed to represent this campaign, it is more likely that the campaign will have its intended impact, and avoid potential deleterious effects. Limitations of the study include the representativeness of the sample, and the fact that endorsement of statements may not translate to behavior, the ultimate outcome of interest. Future studies should include population research strategies.
Practical implications
A campaign such as the one described here, with a scientifically selected brand, may have a greater effect on stigma surrounding mental illness, a significant public health concern.
Originality/value
This is the first study of its kind to scientifically evaluate the brand for an anti-stigma program. The findings of this study would be of value to advocates, college and university administrators, staff, and educators, and college student with mental illness seeking to promote supportive environments on college and university campuses for students with mental illness.
Details
Keywords
Patrick J. Michaels, Kristin Kosyluk and Ellen Butler
Advocates and researchers have made mental illness stigma elimination a public health priority. Research on stigma change strategies has highlighted programmatic delivery…
Abstract
Purpose
Advocates and researchers have made mental illness stigma elimination a public health priority. Research on stigma change strategies has highlighted programmatic delivery strengths; however, an area in need of further development is in messaging capable of attaining specific behavior change. The paper aims to discuss these issues.
Design/methodology/approach
Change goals were incorporated into an existing model of stigma change to propose the TLC4 model (Targeted, Local, Credible, Continuous, Contact, Change Goals). This paper reviews health communications literature regarding tailored messaging, applying these principles to stigma change programs to enhance behavioral impact.
Findings
Tailored messages comprises four elements: capturing and maintaining attention, actively thinking about information, having emotional appeal, and making material relevant to each person. Incorporation of these elements enhances the likelihood of an individual making a behavior change.
Originality/value
This review can guide facilitators of stigma change programs to craft presentations with tailored messages in directive call-to-actions. Future directions for evaluation of message and behavioral change impact are discussed.