Changing Attitudes Towards Suicidality, Depression and Help-Seeking Through a Suicide Preventive Media Campaign

Objective: Negative attitudes toward mental health problems and stigma associated with being a consumer of mental health care are important barriers for help-seeking, particularly for men.This study aimed to examine the levels of negative attitudes in a general adult population from before to after a suicide preventive media campaign was implemented, and to assess whether there may be an association between the intervention and reduced negative attitudes.Methods: A suicide preventive media campaign was launched to increase awareness of suicidal thoughts and to promote help-seeking and willingness to help individuals at risk.Online surveys with 15 items measuring attitudes toward suicidality, depression and professional help-seeking were conducted before and after the campaign.Results: Two population representative samples from the region participated in the pre-(N ¼ 1000) and post-campaign (N ¼ 1004) surveys.The analyses showed statistically significant changes in 9 of the 15 items in a positive direction, when testing differences between the pre-campaign sample (N ¼ 1000) and post-campaign respondents that reported that they had noticed the campaign (N ¼ 265).The post-campaign sample who had noticed the campaign had consistently lower levels of negative attitudes compared to those who had not noticed the campaign.The results were similar for men compared to women.Conclusions: Having noticed the campaign was associated with lower levels of negative attitudes toward suicidality, depression and help-seeking.Future research should use a controlled design and include follow-up measurements to study long-term effects. HIGHLIGHTS �We measured attitudes relevant for help-seeking before and after a media campaign � We found less negative attitudes in the posttest group having noticed the campaign � The results were similar for men compared to women KEYWORDS Help seeking; media campaign; mental health; suicide