Designing and Evaluating a Social Media Campaign for Youth Mental Health Awareness

Thesis Abstract

The growing prevalence of mental health issues among youth has become a critical public health concern, compounded by limited awareness and stigmatization that hinder help-seeking behaviors. This study addresses the urgent need for targeted interventions by designing and evaluating a social media campaign aimed at increasing awareness, reducing stigma, and promoting positive mental health practices among young populations aged 15-24 in urban settings. The primary aim is to develop an effective, evidence-based social media intervention and assess its impact on participants’ mental health literacy, attitudes, and behavioral intentions. The specific objectives include (1) identifying key messages and communication strategies for engaging youth on mental health topics, (2) designing a multi-platform social media campaign rooted in theoretical frameworks, (3) evaluating the campaign’s reach, engagement, and influence on mental health awareness, and (4) analyzing factors associated with changes in mental health literacy and stigma reduction. Employing a mixed-methods approach, the study integrates quantitative and qualitative data collection and analysis. Quantitative data are derived from a quasi-experimental design involving a sample of 400 youth participants recruited via purposive sampling from tertiary institutions and urban youth centers. Participants are randomly assigned to experimental and control groups, with the experimental group exposed to the social media campaign over a three-month period. Pre- and post-intervention surveys measure mental health literacy, stigma levels, and behavioral intentions using validated instruments such as the Mental Health Literacy Scale (MHLS) and the Mental Health Stigma Scale (MHSS). Engagement metrics, including likes, shares, comments, and click-through rates, are tracked through analytics tools. Data analysis employs descriptive statistics, paired t-tests, and multiple regression analysis to determine the campaign’s effectiveness. Thematic analysis of focus group discussions further explores participants’ perceptions, experiences, and suggestions related to the campaign. Preliminary expectations suggest that the campaign will significantly enhance mental health literacy scores and decrease stigma among participants in the experimental group, with increased engagement correlating positively with attitude changes. The findings are anticipated to demonstrate that theory-driven, culturally sensitive social media interventions are effective in shaping youth perspectives on mental health issues, thereby filling existing gaps in digital health promotion literature, which often lacks context-specific models. The study contributes to knowledge by providing a robust framework for designing scalable social media campaigns rooted in the Health Belief Model (HBM) and Social Cognitive Theory (SCT), elucidating the interplay between message framing, engagement, and behavioral outcomes in a youth target demographic. This research offers practical insights for health practitioners, policymakers, and media strategists aiming to leverage social media platforms for mental health promotion. Key recommendations include adopting participatory content creation, integrating peer influencers, and deploying sustained engagement strategies to maximize impact. Additionally, the study advocates for policy frameworks that support digital mental health campaigns and calls for further longitudinal research to examine long-term effects. Ultimately, the study highlights the potential of social media as a cost-effective, widely accessible channel for mental health education, emphasizing the importance of evidence-based, theory-informed practices to foster resilient, health-conscious youth communities.