Effective Communication Only Part of the Strategy Needed to Promote Help-Seeking of Young People with Mental Health Problems

Abstract

Formative research was undertaken in the Illawarra region of New South Wales (south of Sydney, Australia) to identify local communication strategies to influence the help-seeking behavior of young people in relation to a new youth-focused general practice (or physician) led mental health service. Research with the target market (12–25years) revealed the need for a local campaign to address the stigma associated with the use of mental health services and the need to emphasize the central role of the general practitioner or physician to the service. The results also indicated that any overarching campaign should be complemented by segment-specific strategies which tailor not only communication variables and channels to reach different market segments, but also consider varying aspects of the product or service to reach a broad cross-section of the target group.