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

Purpose To 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. Design A cross-sectional survey was conducted in March 2023, 3 months after the campaign launch. Setting Data were collected online. Sample A sample of adult Texans (N = 1979). Measures Mental health-related norms, efficacy, behaviors, and campaign awareness. Analysis Multivariable linear regressions and multivariable logistic regressions were performed to assess the relationship between campaign awareness and potential campaign outcomes. Results Exposure 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). Conclusions Our 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.