Case Study: Optimizing Mental Health Awareness Campaigns for College Students

Background

College students face disproportionately high levels of mental health challenges compared to other age groups, yet they remain one of the least likely demographics to seek therapy. This project focused on addressing this disparity by designing and testing targeted media campaigns that encourage students to consider therapy as a viable option. The campaign was guided by the Transtheoretical Model of Behavior Change, emphasizing the contemplation stage, where individuals weigh the pros and cons of taking action.

Objective

To persuade college students to explore therapy by addressing common barriers and highlighting the potential benefits, using multiple media formats to engage the target audience.

Theoretical Framework
The campaign utilized the Transtheoretical Model (TTM), focusing on:

• Validating students’ feelings about therapy.

• Highlighting long-term benefits, such as improved emotional regulation and self-esteem.

• Encouraging a shift in perception while maintaining the decision-making autonomy of the audience.

This approach aimed to bridge the gap between awareness and action, making therapy feel more approachable.

Campaign Components

• Flier:

  • Initial Design: A simple message, "How’s your mental health?" with a link to Cougar Health Services.

  • Feedback: Praised for its directness but criticized for lack of color, diversity, and actionable details.

  • Revised Design: Added cheerful colors (blue, pink, purple), QR code for accessibility, and inclusive imagery featuring both men and women. Statistics and benefits were also integrated to make the message more informative.

• Facebook Ad:

  • Message: "Did you know 65% of college students reported poor mental health, but only 15% sought help?"

  • Feedback: While the ad’s bright yellow background and question marks attracted attention, it lacked actionable steps.

  • Revised Design: Balanced colors, minimized white space, and made statistics more relatable by converting percentages into "1-in-X" figures.

• Radio Ad:

  • Initial Script: Highlighted benefits of therapy with a calm, fact-based tone.

  • Feedback: Some students found the tone soothing, while others felt it was too somber and lacked an engaging hook.

  • Revised Script: Added soft background music, shifted the benefits before the call to action, and replaced the URL with a phone number for accessibility.

Methods

The project was conducted in two phases of testing:

• Surveys:

  • Distributed to 41 participants via email and text.

  • Questions included open-ended, rating scales, and multiple-choice formats.

• Focus Groups:

  • Initial Group: Five females, one male, all over 21.

  • Revised Group: Same demographic composition to assess the impact of media adjustments.

Findings

• Demographics:

  • Majority: Seniors (46.3%) and participants over 21 (56.1%).

  • Mental Health Ratings: The most common self-reported score was neutral (3 out of 5), with 27% reporting poor mental health.

• Media Reception:

  • Flier:

    • Initial Design: 43.9% found it compelling but wanted more visuals and actionable resources.

    • Revised Design: Favored by 83.3% of respondents in the second round of testing. Participants praised the use of colors and the inclusion of statistics and benefits.

  • Facebook Ad:

    • Initial Design: Visually engaging but lacked a clear call to action.

    • Revised Design: Improved relatability with "1-in-X" statistics and cohesive design, yet still fell short in persuading students to act.

  • Radio Ad:

    • Initial Design: Some students appreciated the calm tone, while others found it monotonous.

    • Revised Design: The addition of music and reordering of benefits improved engagement. However, some respondents preferred a URL over a phone number.

• Persuasion Outcomes:

  • Flier: 66.7% of participants reported being persuaded to consider therapy.

  • Facebook Ad: 43.6% were persuaded to act.

  • Radio Ad: Four out of six focus group participants found the revised ad persuasive.

• Barriers to Therapy:

  • Preconceived notions about therapy remained a significant barrier.

  • Gender of the therapist influenced decisions for some students.

  • Many preferred informal support systems (friends, family) over professional help, which could be counterproductive given shared stressors.

Key Takeaways

• Design and Messaging Matter:

  • Visually engaging content with actionable resources fosters better engagement.

  • Relatability, such as diverse imagery and clear benefits, significantly improves receptivity.

• Behavior Change is Challenging:

  • Deep-seated biases and reliance on informal support systems hinder willingness to seek therapy.

  • Changing perceptions requires persistence and multi-faceted approaches.

• Media Customization:

  • Tailored messaging (e.g., "1-in-X" statistics) enhances relatability.

  • The tone and pacing of radio ads significantly impact listener engagement.

Conclusions

The campaign demonstrated that while design improvements and strategic messaging can enhance engagement, overcoming barriers to therapy requires addressing emotional and cultural factors. Future efforts should combine peer-driven messaging with professional advocacy, emphasizing therapy as a complementary rather than alternative resource to informal support systems.

References:

• Cherry, K. (2021). The 6 stages of behavior change. Verywell Mind.

• Cho, H. (2011). Health Communication Message Design. SAGE Publications.

• Pedrelli, P., Nyer, M., Yeung, A., Zulauf, C., & Wilens, T. (2014). College students: Mental health problems and treatment considerations. SpringerLink.