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Social media delivered mental health campaigns and public service announcements: A systematic literature review of public engagement and help-seeking behaviours

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  • Draganidis, Adriana
  • Fernando, Anne Nileshni
  • West, Madeline L.
  • Sharp, Gemma

Abstract

Social media (SM) is increasingly utilised to disseminate mental health (MH) public service announcements (PSAs) and campaigns, connecting the public with support or resources. However, the effectiveness of MH campaigns/PSAs is often overlooked, and actions following exposure are rarely measured. We aimed to i) systematically review research on MH campaigns/PSAs disseminated via SM to determine their efficacy in eliciting engagement, help-seeking/behavioural change and ii) identify components that may facilitate engagement, help-seeking/behavioural change. The review followed PRISMA guidelines. Fourteen studies were eligible. The campaigns/PSAs targeted various MH concerns and country dissemination was diverse. Twitter/X was the most prevalent SM platform (n = 11), followed by Facebook (n = 8). All campaigns/PSAs generated engagement although engagement level benchmarks were inconsistent or absent, a proportion measured formal help-seeking behaviours (n = 1) or behavioural/language/knowledge change (n = 8). Components influencing engagement included videos/live streams, relatable content, the organisation/account disseminating the content, how information was conveyed, and external events. We highlight the heterogeneity of research in SM MH campaign/PSA evaluation and identify commonalities across studies potentially responsible for eliciting engagement, behavioural change and/or help-seeking in future campaigns/PSAs.

Suggested Citation

  • Draganidis, Adriana & Fernando, Anne Nileshni & West, Madeline L. & Sharp, Gemma, 2024. "Social media delivered mental health campaigns and public service announcements: A systematic literature review of public engagement and help-seeking behaviours," Social Science & Medicine, Elsevier, vol. 359(C).
    • Handle: RePEc:eee:socmed:v:359:y:2024:i:c:s0277953624006841
    DOI: 10.1016/j.socscimed.2024.117231
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    References listed on IDEAS

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    1. Moran, M.B. & Walker, M.W. & Alexander, T.N. & Jordan, J.W. & Wagner, D.E., 2017. "Why peer crowds matter: Incorporating youth subcultures and values in health education campaigns," American Journal of Public Health, American Public Health Association, vol. 107(3), pages 389-395.
    2. repec:aph:ajpbhl:10.2105/ajph.2016.303595_1 is not listed on IDEAS
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Alessandro Liberati & Douglas G Altman & Jennifer Tetzlaff & Cynthia Mulrow & Peter C Gøtzsche & John P A Ioannidis & Mike Clarke & P J Devereaux & Jos Kleijnen & David Moher, 2009. "The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-28, July.
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