Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma

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Title

Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma

Content partner

University of Canterbury Library

Collection

UC Research Repository

Description

Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Min...

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Format

Research paper

Research format

Journal article

Date created

2021

Creator

Kemper, Joya A. / Kennedy, Ann-Marie

URL

https://hdl.handle.net/10092/104711

Related subjects

Commerce, management, tourism and services / Marketing / Marketing communications / Social marketing

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