Designing mental health promotion campaigns: segmenting U.S. Veteran audiences to address public stigma.
| Autor: | Karras E; Department of Veterans Affairs, Center of Excellence for Suicide Prevention, VA Finger Lakes Healthcare System, Canandaigua, NY, USA.; Department of Psychiatry, University of Rochester, Rochester, NY, USA., Stokes CM; Department of Veterans Affairs, Center of Excellence for Suicide Prevention, VA Finger Lakes Healthcare System, Canandaigua, NY, USA., Warfield SC; Department of Veterans Affairs, Center of Excellence for Suicide Prevention, VA Finger Lakes Healthcare System, Canandaigua, NY, USA.; College of Medicine, University of Illinois, Peoria, IL, USA., Bossarte RM; Department of Veterans Affairs, Center of Excellence for Suicide Prevention, VA Finger Lakes Healthcare System, Canandaigua, NY, USA.; Department of Behavioral Medicine and Psychiatry, School of Medicine, West Virginia University, Morgantown, WV, USA. |
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| Jazyk: | angličtina |
| Zdroj: | Journal of mental health (Abingdon, England) [J Ment Health] 2024 Jun; Vol. 33 (3), pp. 341-347. Date of Electronic Publication: 2022 May 03. |
| DOI: | 10.1080/09638237.2022.2069712 |
| Abstrakt: | Background: Public stigma is a significant deterrent to mental health service use for U.S. veterans. Media campaigns are often used to dispel stigmatizing beliefs and actions. Segmentation is an evidence-based practice for their effective use; however, little data has been published on veteran segments to target with anti-stigma messages. Aims: This article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans. Methods: Telephone-based cross-sectional surveys were conducted with a national random sample of veterans from 2014 to 2016 ( N = 2142). Stigma outcomes were measured using a brief, validated instrument used in population-based surveys of public perceptions toward people with mental illness. Cluster analysis was conducted to identify specific groupings along multiple dimensions. Results: A final four-cluster solution was identified among veterans with distinct patterns of attitudes toward mental illness and include: 1) the undecided, 2) the influencer, 3) the ambivalent, and 4) the potential ally. Several strategies were also identified for designing anti-stigma messaging toward these segments. Conclusions: This research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. |
| Databáze: | MEDLINE |
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