Designing mental health promotion campaigns: segmenting U.S. Veteran audiences to address public stigma
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 targe...
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| Published in | Journal of mental health (Abingdon, England) Vol. ahead-of-print; no. ahead-of-print; pp. 1 - 7 |
|---|---|
| Main Authors | , , , |
| Format | Journal Article |
| Language | English |
| Published |
England
Routledge
01.06.2024
Taylor & Francis Ltd |
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| Abstract | 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.
This article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans.
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.
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.
This research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. |
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| AbstractList | 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.
This article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans.
Telephone-based cross-sectional surveys were conducted with a national random sample of veterans from 2014 to 2016 (
= 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.
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.
This research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. 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. This article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans. 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. 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. This research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. BackgroundPublic 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.AimsThis article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans.MethodsTelephone-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.ResultsA 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.ConclusionsThis research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. 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.BACKGROUNDPublic 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.This article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans.AIMSThis article aims to identify and describe initial typologies of stigmatizing attitudes within a group of U.S. military veterans.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.METHODSTelephone-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.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.RESULTSA 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.This research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages.CONCLUSIONSThis research demonstrates veterans can be segmented by attitudes to target with anti-stigma campaign messages. |
| Author | Karras, Elizabeth Warfield, Sara C. Stokes, Cara M. Bossarte, Robert M. |
| Author_xml | – sequence: 1 givenname: Elizabeth surname: Karras fullname: Karras, Elizabeth organization: Department of Psychiatry, University of Rochester – sequence: 2 givenname: Cara M. surname: Stokes fullname: Stokes, Cara M. organization: Department of Veterans Affairs, Center of Excellence for Suicide Prevention, VA Finger Lakes Healthcare System – sequence: 3 givenname: Sara C. surname: Warfield fullname: Warfield, Sara C. organization: College of Medicine, University of Illinois – sequence: 4 givenname: Robert M. surname: Bossarte fullname: Bossarte, Robert M. organization: Department of Behavioral Medicine and Psychiatry, School of Medicine, West Virginia University |
| BackLink | https://www.ncbi.nlm.nih.gov/pubmed/35502828$$D View this record in MEDLINE/PubMed |
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| References_xml | – ident: e_1_3_2_19_1 doi: 10.1037/a0038269 – ident: e_1_3_2_41_1 doi: 10.1509/jppm – ident: e_1_3_2_16_1 doi: 10.1002/ejsp.2206 – ident: e_1_3_2_24_1 doi: 10.1146/annurev-psych-122414-033600 – ident: e_1_3_2_5_1 doi: 10.1037/0022-3514.63.4.545 – ident: e_1_3_2_15_1 doi: 10.1016/j.amepre.2018.08.024 – ident: e_1_3_2_34_1 doi: 10.1080/03637751.2016.1250429 – ident: e_1_3_2_10_1 doi: 10.1176/appi.ps.201100460 – ident: e_1_3_2_31_1 doi: 10.1177/0022146512471197 – ident: e_1_3_2_39_1 doi: 10.1002/jts.21919 – ident: e_1_3_2_9_1 doi: 10.3389/fpsyg.2016.00122 – volume-title: 2020 National suicide prevention annual report year: 2020 ident: e_1_3_2_38_1 contributor: fullname: US Department of Veterans Affairs [VA]. – ident: e_1_3_2_25_1 doi: 10.1016/j.annepidem.2014.11.020 – ident: e_1_3_2_23_1 doi: 10.1207/153248301750433678 – ident: e_1_3_2_32_1 doi: 10.1016/j.amepre.2018.07.040 – ident: e_1_3_2_2_1 doi: 10.1080/108107396128248 – ident: e_1_3_2_21_1 doi: 10.7205/MILMED.172.2.157 – ident: e_1_3_2_22_1 doi: 10.1089/tmj.2017.0305 – volume-title: National center for veterans analysis and statistics, veteran population year: 2016 ident: e_1_3_2_37_1 contributor: fullname: US Department of Veterans Affairs [VA] – ident: e_1_3_2_27_1 doi: 10.2307/2955424 – ident: e_1_3_2_17_1 doi: 10.1016/S2215-0366(14)70243-3 – ident: e_1_3_2_33_1 doi: 10.1080/108107396128059 – ident: e_1_3_2_3_1 doi: 10.1037/0022-3514.71.4.637 – ident: e_1_3_2_11_1 doi: 10.1176/ps.62.8.pss6208_0824 – volume: 4 start-page: 106 issue: 2 year: 2005 ident: e_1_3_2_14_1 article-title: Stigmatization of people with mental illnesses: A follow-up study within the Changing Minds campaign of the Royal College of Psychiatrists publication-title: World Psychiatry: Official Journal of the World Psychiatric Association (WPA) contributor: fullname: Crisp A. – volume-title: Evaluation of the department of veterans affairs mental health services year: 2018 ident: e_1_3_2_28_1 contributor: fullname: National Academies of Sciences, Engineering, and Medicine, Health and Medicine Division, Board on Health Care Services, & Committee to Evaluate the Department of Veterans Affairs Mental Health Services – ident: e_1_3_2_6_1 doi: 10.1521/jscp.2008.27.4.317 – ident: e_1_3_2_8_1 doi: 10.18637/jss.v061.i06 – ident: e_1_3_2_35_1 doi: 10.1176/ps.2007.58.10.1358 – ident: e_1_3_2_36_1 doi: 10.2147/PPA.S7368 – ident: e_1_3_2_26_1 doi: 10.1007/s10597-009-9191-x – ident: e_1_3_2_29_1 doi: 10.1080/10810730500461059 – ident: e_1_3_2_7_1 doi: 10.1007/s12144-018-9940-5 – ident: e_1_3_2_40_1 doi: 10.1037/0033-295X.107.1.101 – ident: e_1_3_2_12_1 doi: 10.1176/appi.ps.201100529 – ident: e_1_3_2_13_1 doi: 10.3928/02793695-20080101-04 – ident: e_1_3_2_30_1 doi: 10.1007/s10488-012-0430-z – ident: e_1_3_2_4_1 doi: 10.3109/09638237.2011.621468 – ident: e_1_3_2_20_1 doi: 10.1080/08995605.2019.1630231 – ident: e_1_3_2_18_1 doi: 10.15585/mmwr.mm6602a2 |
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| Snippet | 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... BackgroundPublic stigma is a significant deterrent to mental health service use for U.S. veterans. Media campaigns are often used to dispel stigmatizing... |
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| SubjectTerms | Ambivalence Attitudes Campaigns Cluster analysis Evidence-based practice Health services utilization Mental disorders Mental health Mental health promotion military Polls & surveys Public opinion public stigma Segmentation Stigma Telephone service Veterans |
| Title | Designing mental health promotion campaigns: segmenting U.S. Veteran audiences to address public stigma |
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