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Developing Effective Communication Strategies to Promote the Help-Seeking of Young People With Mental Health Problems in the Illawarra

Conference Paper


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Abstract


  • Formative research was undertaken in the Illawarra to identify local communication strategies to influence the help seeking behaviour of young people in relation to a new youth -focused GP mental health service. Research with the target market (12-25yrs) revealed the need for a local campaign to address the stigma associated with the use of mental health services and the need to emphasise the central role of the GP to the service. Results also indicated that any overarching campaign should be complemented by segment - specific strategies which tailor communication variables and channels to reach different market segments.

Publication Date


  • 2008

Citation


  • Phillipson, L. & Wiese, E. M. (2008). Developing Effective Communication Strategies to Promote the Help-Seeking of Young People With Mental Health Problems in the Illawarra. International Non-profit and Social Marketing Conference (pp. 1-6). Wollongong: Centre for Health Initiatives.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1003&context=insm08

Ro Metadata Url


  • http://ro.uow.edu.au/insm08/4/

Start Page


  • 1

End Page


  • 6

Place Of Publication


  • Wollongong

Abstract


  • Formative research was undertaken in the Illawarra to identify local communication strategies to influence the help seeking behaviour of young people in relation to a new youth -focused GP mental health service. Research with the target market (12-25yrs) revealed the need for a local campaign to address the stigma associated with the use of mental health services and the need to emphasise the central role of the GP to the service. Results also indicated that any overarching campaign should be complemented by segment - specific strategies which tailor communication variables and channels to reach different market segments.

Publication Date


  • 2008

Citation


  • Phillipson, L. & Wiese, E. M. (2008). Developing Effective Communication Strategies to Promote the Help-Seeking of Young People With Mental Health Problems in the Illawarra. International Non-profit and Social Marketing Conference (pp. 1-6). Wollongong: Centre for Health Initiatives.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1003&context=insm08

Ro Metadata Url


  • http://ro.uow.edu.au/insm08/4/

Start Page


  • 1

End Page


  • 6

Place Of Publication


  • Wollongong