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Reducing the Stigma of Mental Illness: An Analysis of a Public Awareness Campaign
by Beth Evans
This thesis examines the impact of broad-based public education campaigns targeted to reducing the stigma of mental illness. It includes a review of the relevant literature on stigma and mental illness and an analysis of data collected as part of a public education campaign in Alberta that specifically targeted stigma related to mental illness.
Results indicate that a large-scale public education campaign was effective in increasing public relevance and awareness of mental illness but had no effect on improving attitudes to mental illness, a key component of stigma. This finding contrasts to previous research indicating that such campaigns have generated small positive increases in attitudes. It is proposed that future campaigns combine universal and selective strategies for public education as a means to more effectively address stigma. Segmentation of the audience, targeting specific mental disorders, and providing tools to increase self-efficacy may also increase impact of public education campaigns.
E-Mail: Evans.beth@shaw.ca
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