Background:

A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns.

Focus of the Article:

This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms.

Importance to the Social Marketing Field:

This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns.

Method:

Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012).

Results:

The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found.

Recommendations for Research and Practice:

The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign.

Limitations:

Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.

中文翻译：

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评估新西兰志趣相投活动中的社会营销信息及其对污名的影响

背景：

政府和社会营销人员的主要目标是消除精神疾病的制度化污名，增加对精神卫生服务的吸收。尽管研究基于态度和信念的变化评估了过去的活动，但很少有研究检查社交营销活动中使用的交流信息。

文章重点：

这项影响评估研究确定了纳入新西兰的Like Minds心理健康广告的制度化的文化道德规范，并研究了随着这些规范态度和信念随时间变化的情况。

对社会营销领域的重要性：

这项研究为社会营销评估提供了一种新方法，并证明了在社会营销活动中不断纳入文化道德制度规范的重要性。

方法：

运用宏观社会营销理论，主题分析可用于识别在过去十年（2002年至2012年）的Like Likes Minds活动广告中的文化道德制度规范。

结果：

人们发现“喜欢思想”运动具有多种文化-道德制度规范，例如小人心理疾病，个人责任感和固有的人格尊严，并且利用了社会化和身份形成的两种不同的制度化过程。但是，这些规范不一致，有时矛盾，因此，并非所有的心理健康污名信仰和态度改变都显示出长期的变化。在整个活动期间，尽管总体上发现摄取量有所增加，但服务摄取率的结果也好坏参半。

研究和实践建议：

这项研究强调了理解传播中提出的潜在制度化文化道德规范并使之与社会营销活动的总体目标保持一致的重要性。

局限性：

就像分析心理运动的第2到第5阶段一样，第1阶段也无法进行分析，并且不会分析2012年之后的广告。