Ad Campaign Efficacy
Create and measure the impact of a three-year ad campaign on the general public’s opinions and perceptions regarding mental health issues.
A multi-faceted approach, beginning with focus groups and then implementing a telephone survey to measure baseline attitudes, stigma, awareness, and behaviors related to mental health issues. Conducted these yearly to evaluate and quantify differences in perceptions over time and measure specific ad campaign recall.
Over the course of the three-year ad campaign, stigma regarding mental health issues, which were previously highest among the Hispanic population, significantly improved among this population after ads were created that targeted this segment.