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Social Marketing of Mental Health Treatment: California’s Mental Illness Stigma Reduction Campaign (American Journal of Public Health)

Publication Topics

Access to Health Care; Barriers to/Disparities in Health Care; Screening for Early Disease Detection; 2013 California Health Interview Survey (CHIS 2013); 2014 California Health Interview Survey (CHIS 2014); Mental and Emotional Health

Publication Type

CHIS Journal Article

Publication Date


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<a onclick="OpenPopUpPage('{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=1633&RootFolder=*', RefreshPage); return false;" href="{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=1633&RootFolder=*">Rebecca L. Collins</a>

Author 2

<a onclick="OpenPopUpPage('{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=668&RootFolder=*', RefreshPage); return false;" href="{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=668&RootFolder=*">Eunice C. Wong</a>

Author 3

<a onclick="OpenPopUpPage('{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=1530&RootFolder=*', RefreshPage); return false;" href="{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=1530&RootFolder=*">Joshua Breslau</a>

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<a onclick="OpenPopUpPage('{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=151&RootFolder=*', RefreshPage); return false;" href="{7AAD61FA-4BCB-48C0-B0B7-87AFDC3673EF}&ID=151&RootFolder=*">et al</a>

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The study aims to understand the processes involved in effective social marketing of mental health treatment. California adults experiencing symptoms of probable mental illness were surveyed in 2014 and 2016 during a major stigma respondents reduction campaign, including California Health Interview Survey (CHIS) for 2013 and 2014. Cross-sectional associations of campaign exposure with stigma, treatment overall, and 2 stages of treatment seeking (perceiving a need for treatment and use conditional on perceiving a need) were examined in covariate-adjusted multivariable regression models.

Campaign exposure predicted treatment use overall. Exposure was associated with perceived need for services but was not significantly associated with treatment use in models conditioned on perceiving a need. Exposure was associated with less stigma, but adjustment for stigma did not affect associations between exposure and either perceived need or treatment use. Authors of the study conclude the California campaign appears to have increased service use by leading more individuals to interpret symptoms of distress as indicating a need for treatment. Social marketing has potential for addressing underuse of mental health services and may benefit from an increased focus on perceived need.


Article 1

Journal Article: Social Marketing of Mental Health Treatment: California’s Mental Illness Stigma Reduction Campaign

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Press Release

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California Health Interview Survey (CHIS)

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Created at 9/18/2019 5:11 AM by i:0#.f|uclachissqlmembershipprovider|celeste
Last modified at 9/18/2019 5:29 AM by i:0#.f|uclachissqlmembershipprovider|celeste