Sustained Campaign Research Articles

A roadmap toward promoting and improving brain health in Europe and closing the awareness and funding gap.

The global burden of neurological diseases exceeds 43.1%, imposing a significant burden on patients, caregivers and society. This paper presents a roadmap to reduce this burden and improve brain health (BH) in Europe. The roadmap is based on the European Academy of Neurology's (EAN) five-pillar BH strategy: advancing a global BH approach (P1), supporting policymaking (P2), fostering research (P3), promoting education (P4), and raising awareness of prevention and treatment (P5). It reviews current efforts, collaborations and future directions aligned with the WHO Intersectoral Global Action Plan (iGAP) for Neurological Disorders and suggests future initiatives and call for action. P1: Support WHO-iGAP through defined action points, international collaborations, in particular, the WHO BH Unit, and the EAN Brain Health Mission. P2: Collaborate with 48 national neurological societies to promote National Brain Plans (NBPs), addressing local needs, and improving access to care. P3: Advocate for more research funding; identify determinants of BH; develop preventive measures. P4: Provide educational opportunities for neurologists, public education programs, and advocacy training, including tools to educate the public. P5: Spearhead global awareness campaigns, organize public educational activities, and train BH advocates to contribute toward sustainable and long-term public health campaigns and policy engagement. The paper highlights the importance of a unified approach, integrating international collaborations and local initiatives, to improve BH outcomes based on the WHO-iGAP, and support sustainable development goals, in particular SDG 3: Good Health and Well-being and SDG 4: Quality Education.

Training: Anti-Corruption Educational and Cultural Communication Strategy with a Pragmatic and Approach Communal Challenge

Currently, corruption has permeated various levels of administration, including at the village level such as Selomarto Village, Giriwoyo District, Wonogiri Regency. Both village officials and the general public are involved in daily corrupt practices, posing significant challenges to the integrity of village fund management. To address this issue, Training on Communication Strategies for Anti-Corruption Education and Culture was conducted with a Pragmatic and Communal Challenge Approach as part of Community Engagement in the Village. The results of this engagement indicate that the implemented communication strategy successfully increased awareness, participation, and commitment of Selomarto Village community members in combating corruption. The community effectively implemented strict oversight of village funds and conducted sustained social campaigns, building a strong anti-corruption culture. The commitment of the PKK Empowerment and Family Welfare Community in Selomarto Village as a change agent in corruption prevention serves as an inspiration to other regions, although ongoing challenges such as continuous support from various stakeholders remain a primary focus. Therefore, efforts to sustain local governance integrity and continuity should be continuously promoted to ensure the positive effects of this engagement continue to grow and serve as a positive example for other communities in building a clean and transparent governance system.

Consumer Sentiment Analysis in Continuous Marketing

The objective of this research is to examine consumer attitudes toward sustainable marketing practices in order to ascertain the efficacy of marketing strategies and to identify the challenges faced by companies in this regard. This study employed a qualitative approach, with data collected through in-depth interviews with 20 consumers and social media analysis to identify consumer sentiment patterns. The findings indicate that the majority of consumers hold positive attitudes toward sustainable marketing, particularly with regard to environmental awareness and the company's dedication to environmental preservation. However, the primary challenges identified include the perception of elevated prices on sustainable products and a lack of confidence in sustainability claims (greenwashing). The conclusion of this study underscores the significance of transparency and effective communication in sustainable marketing strategies to foster consumer trust. This research offers strategic insights for companies seeking to enhance sustainability campaigns and cultivate consumer loyalty.

The Importance of Self-Identities and Habitual Behavior for Eating More Plant Foods.

This study aimed to identify the predictors of eating more plant-based foods and legumes in terms of previous changes in consumption, habitual frequency of consumption, intention to reduce the amount of meat consumed, and health and environmental identities. A cross-sectional survey was conducted between June and September 2023 in 881 Polish adults. Based on two self-descriptors, four groups of respondents were identified: no health identity and no environmental identity (nHI-nEI), health identity but no environmental identity (HI-nEI), no health identity but environmental identity (nHI-EI), and both health identity and environmental identity (HI-EI). A logistic regression analysis was used to verify associations between habitual eating of red meat, white meat, and legumes, changes in their intake over the past two years, familiarity with plant-based substitutes for animal products, health, and environmental identity, declared intentions to eat less meat, and the intentions to eat more plant-based food and eat more legumes next year. Individuals were more likely to increase their consumption of plant foods (OR: 1.99, p = 0.001), including legumes (OR: 1.79, p = 0.045), when they represented the HI-EI group, had increased their consumption of legumes in the past two years (OR: 2.91, p = 0.009, and OR: 2.15, p = 0.017, respectively), declared an intention to reduce meat (OR: 8.02, p < 0.001, and OR: 12.08, p < 0.001, respectively), but also occasionally consumed plant-based meat substitutes (OR: 1.76, p = 0.002, and OR: 2.61, p < 0.001, respectively). However, individuals were more likely to increase their consumption of plant foods, but not legumes, if they currently consumed legumes frequently (OR: 1.36, p = 0.009, and OR: 1.22, p = 0.111, respectively) and had previously limited their consumption of red meat (OR: 2.40, p < 0.001, and OR: 1.09, p = 0.717, respectively). The habitual frequency of eating red and white meat did not predict the increased consumption of plant foods in the future. It is equally important to increase people's awareness of the impact of the food they consume on health and the environment to support their health and pro-environmental motivation for food choices. Public health and sustainability campaigns should develop new methods to reach populations less willing to change.

An Empirical Study on Advanced Marketing Practices, Sustainability, and EVM Strategies for Business Growth

In the modern business landscape, sustainable marketing strategies have become crucial for success. Companies are increasingly allocating substantial resources to these initiatives. While consumers expect businesses to adopt sustainable practices, their primary motivation remains fulfilling personal needs. This creates a gap between corporate sustainability efforts and consumer expectations. This study proposes a viable framework for sustainability strategies that businesses can implement to bridge this disconnect. Key findings include: First, sustainable marketing significantly enhances brand image development. Second, brand awareness plays a vital role in customer loyalty within the modern marketplace. Third, a strong brand image amplifies the appeal of sustainable purchasing intentions. Fourth, customer retention serves as a critical tool for boosting long-term purchase expectations. Fifth, elevating consumer expectations is essential for driving sustainable buying behaviors. Notably, sustainable marketing acts as an effective mediator between customer engagement and brand perception. Additionally, corporate social responsibility (CSR) strengthens the link between a company's reputation and sustainable purchase intentions. This research provides both a theoretical framework and practical recommendations for the modern business environment, emphasizing the importance of sustainable marketing campaigns as a precursor to organizational success

Understanding fans’ responses to sustainability: a segmentation of sport event goers’ pro-environmental intentions and behaviours

ABSTRACT It is widely argued that sport can be a tool to market environmental sustainability both through and within it, yet there exists a notable gap between individuals’ environmentally friendly interests and actions in and around sport. In this study, we centre on sport event goers in an attempt to better study and segment them, based on their pro-environmental intentions and behaviours, in order to better identify how future marketing communication campaigns on environmental sustainability could be better tailored and targeted to each segment. Quantitative data collected through an online survey during a football match (n = 578) are analysed for patterns to be identified, before a cluster analysis is conducted. Three distinct clusters are identified, each pointing to a different form of the value-action gap. The segmentation profiling obtained through this study illustrates the differences among individuals that need to be understood first, before environmental sustainability campaigns are to be created.

Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness

PurposeThe growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a framework that demonstrates the process by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP).Design/methodology/approachThe framework was tested using partial least squares analysis with data from an online survey of 237 consumers.FindingsUltimate motives influence the SCMP through a mediating relationship, via a consumer’s sustainable consumption attitude and behaviour. The perceived sense of urgency around sustainability issues and the consumer’s connection to nature were also identified as key moderators that impact relationships between ultimate motives and consumers’ sustainability attitudes and behaviours.Research limitations/implicationsFuture research could explore the impact of other factors, such as values, social norms, culture and governmental regulations, on individuals’ reactions to sustainability marketing.Practical implicationsThe findings indicate the importance for managers to grasp the multifaceted nature of ultimate motives. By heightening particular ultimate motives, marketers can steer individuals towards sustainable attitudes and behaviours, consequently increasing the probability of favourable reactions to sustainable consumption messages.Originality/valueThis study addressed the two main limitations of research into SCMP by providing a theoretical grounding and focusing on the drivers of consumer behaviour, instead of campaign messaging aspects (e.g. framing). The empirical analysis, including identifying interactions between ultimate motives, supports the use of evolutionary theory to explain SCMP.

Incidence and Correlates of Husband-Perpetrated Rape Among Currently Married Women in Nigeria.

Husband-perpetrated rape (HPR), which implies every form of unwilling sex with a husband as a result of force, threat or drug, is rarely discussed or reported, and it has been quite understudied in Nigeria. Hence, this study answers two questions: What is the incidence of HPR, and what are the correlates among currently married women in Nigeria? Descriptive and multi-level logistic regression tools are used to analyze data from a sub-sample of 1,583 currently married women (16 years and above) surveyed in a larger survey conducted in mid-2022. The results suggest that the national incidence rate of HPR among currently married women in Nigeria is 20%. Although any married woman could experience HPR anywhere, the main correlates that are likely to elevate the risk in Nigeria are childhood sexual abuse experience (OR = 3.9, p < .001, 95% CI [2.9, 5.2]), membership in Yoruba ethnic group (OR = 2.7, p < .001, [1.7, 4.3]), and having husbands who smoke (OR = 2.4, p < .001, [1.7, 3.4]). Other minor risk factors are minority ethnic groups membership (OR = 2.1, p < .01, [1.4, 3.3]), husband's substance use (OR = 1.7, p < .001, [1.3, 2.2]), childhood family situation wherein parents separated/divorced (OR = 1.8, p < .01, [1.3, 2.6]) and membership of the Igbo ethnic group (OR = 1.7, p < .05, [1.1, 2.8]). Therefore, to reduce HPR experience in Nigeria, appropriate organs should design and implement an invigorated child protection law targeting childhood sexual abuse reduction. An aggressive campaign against smoking and substance consumption among married men is also imperative. Also, a sustained campaign against HPR using multiple media all over Nigeria is crucial.

Marketing Strategy Proposal to Rebound the Declining Revenue of Burger King Indonesia in the Covid Aftermath Period

The primary objective of this study is to propose a marketing strategy to address the decrease in revenue experienced by Burger King Indonesia in the year 2022 following the COVID-19 pandemic as practical guidance for Burger King Indonesia and other businessmen to navigate the complexities of the current market landscape. This study is still necessary to understand that shifting consumer behavior, changes in market conditions, and business operational disruptions are the causes of the problem. The research design uses a thematic analysis method involving the available company data, relevant marketing theories, and the results of questionnaires, community surveys, and interviews with managers and customers. By analyzing the effects of the pandemic faced by Burger King Indonesia, this research aims to pinpoint strategic areas for improvement. Diverse analyses are used, such as VRIO Framework, STP, Marketing Mix, PESTEL, PORTER's Five Forces, Competitor analysis, SWOT, TOWS analysis, and author’s interview and questionnaire surveys to determine the present circumstances of Burger King Indonesia. The proposed marketing strategy highlights the importance of five specific actions in their implementation: product innovation, digital transformation, sustainability campaign, promotion via mobile app, and partnership and collaborations with delivery services to adapt to evolving consumer preferences. To address this goal, Burger King Indonesia must make strategic adjustments parallel to the present circumstances by understanding consumer preferences, optimizing operations, promoting sustainability initiatives, and strengthening its brand position. Through the implementation of this comprehensive strategy, Burger King Indonesia aims to improve customer satisfaction, foster loyalty, and attain overall market success in the post pandemic period. This strategy not only addresses the immediate challenges posed by the pandemic but also positions Burger King Indonesia for long-term success.

Evaluation of the 'A walk can work wonders' mass media campaign in South Australia.

Few population-wide efforts have targeted physical activity in Australia. Mass media campaigns are used to promote physical activity and walking, and World Health Organisation recommends their linkage to broader cross-government initiatives. This project evaluates a South Australian (SA) walking mass media campaign linked to the overall SA Walking Strategy. Between January and June 2022, Wellbeing SA (a SA government agency) conducted two waves of a mass media campaign, 'A walk can work wonders', to promote walking. The campaign was part of the SA Walking Strategy, targeting the goal to change the 'community culture towards recognising walking' as convenient, affordable and health-promoting. Evaluation was formative (pre-campaign), process (campaign implementation and delivery) and impact. Formative evaluation comprised concept and tagline testing with adult SAs to develop the campaign messages and theme. Process evaluation was comprised of media monitoring of social media, mainstream media and other media monitoring metrics. The process evaluation was dominated by social media marketing in Wave 1, with substantially more paid TV media and radio in Wave 2. The impact evaluation comprised two independent sample surveys of adult SAs (n = 800 each) following each wave of the campaign. Measures included generic and prompted campaign recall and attitudes to physical activity. An independent South Australian Population Health Survey (SAPHS) tracked walking and physical activity behaviours from 2021 to the end of 2022. Process evaluation showed intensive social media usage in Wave 1, and through increased paid television and radio in Wave 2. Generic recall of any walking message (23.9%) and prompted recall of the specific campaign message (27.8%) reached most socio-demographic groups, especially those with chronic health problems. Increases in intention to increase activity and increased self-reported activity were seen between the campaign Wave 1 and Wave 2 notable as the Wave 2 increase followed substantial television advertising. The SAPHS data showed increased population walking following the campaign waves, compared to the same period in 2021. Detailed and structured evaluation of a comprehensive mass media campaign showed good reach, and population changes in intentions and walking behaviour amongst SAs. SO WHAT?: It is likely that comprehensive approaches are needed to support mass media campaigns and amplify their effects. Serial, sustained campaigns are needed to monitor ongoing effects.

At the threshold of criminalisation: repression of ‘oppositional’ civil society organisations in the Israeli settler state

ABSTRACT This article discusses the processes of criminalisation of oppositional political activism of Jewish-Israeli citizens. Israel strives to maintain Jewish supremacy, providing a privileged position to Jewish-Israelis while treating Palestinians by default as a threat. The article focuses on the sustained campaign waged against Breaking the Silence, an organisation established by veterans of the Israeli army that attempts to use a moral critique to campaign to end the occupation of the West Bank and Gaza. Since 2009, the organisation has become a target of a right-wing campaign of delegitimisation intended to silence it. The article discusses the process through which oppositional civil society groups are transformed from a position of privilege to a threat to be neutralised. Such processes of criminalisation involve multiple informal and formal tools, and actors from ‘civil society’ and ‘the state’. I argue that the distinction between the two spheres is artificial as both are part of the same hegemonic system. I contend that understanding the nature of the threat and those that pose it opens a window into the vulnerability of the system. The states’ coercive side, which was previously geared against Palestinians, turns towards its privileged citizens, thus rendering its vulnerability more visible.

Crowdfunding for sustainability: How environmental activism moderates support for B2B and B2C campaigns

This study explores the influence of customer investors' perceptions on their willingness to invest in sustainable crowdfunding campaigns. Specifically, it examines whether emphasizing a product's direct impact on consumers (B2C) or its broader industrial impact (B2B) affects investment decisions. Using a between-subjects experiment with 304 participants, the research investigates how environmental sustainability activism moderates investment behavior. The study found that higher levels of environmental activism decrease support for B2C campaigns compared to B2B campaigns. These results suggest that sustainability-focused backers prefer projects due to perceived greater systemic impact.

Social media influence on the promotion of sustainable fisheries management: Insight from Indonesian blue swimming crab

Abstract Blue swimming crab is one of potential fisheries commodities in Indonesia that has been mainly exported to America. Crab industry contributed to national economy due to high export volume and value. The use of social media has surged due to digitalization, becoming a crucial marketing strategy for maximizing business profits. The role of social media in non-profit organizations for fisheries sustainability campaigns remains unexplored. Therefore, this study aimed to analyze to the role of social media in promoting sustainable blue swimming crab fisheries programs in Indonesia. Data was collected for 14 days from 31 social media users on various platforms, such as Instagram, Facebook, LinkedIn, and YouTube. SmartPLS 3.2.9 was applied to analyze the effect of recall, recognition, alternative, and recalling on blue swimming crabs fishery programs on interaction and effectiveness consumer brand engagement (CBE). Results showed that the most recognized fisheries sustainability programs for blue swimming crabs were crab apartment and GTK-5 Minutes. Meanwhile, the crab enlargement program and APRI Youth Innovation were known through moment-open recruitment. Knowing and following APRI’s social media has significant effect on CBE’s interaction and effectiveness. Social media could also be used as a marketing strategy to promote sustainable fisheries management programs The research reveals the significance of social media in fostering consumer engagement and promoting sustainable practices in fisheries management programs by non-profit organization through effective marketing strategies.

Impactful Kol Marketing For B2C In Social Commerce: Create Powerful, Viral And Long-Lasting Campaign In Various Medium And Industries

In today's digital era, marketing through Key Opinion Leaders (KOLs) has become a very effective strategy in reaching a wider audience and building consumer trust. KOLs, or often known as influencers, have the unique ability to influence the purchasing decisions of their followers through the content they share on various social media platforms. This article aims to achieve significant success in KOL marketing, especially in B2C (Business-to-Consumer) in the realm of social commerce, a well-planned strategy and proper execution are required. This study uses a qualitative approach by means of an in-depth literature review related to KOL Marketing for B2C in social commerce. The results of research on Impactful KOL Marketing for B2C in Social Commerce which includes the creation of strong, viral, and sustainable campaigns across various mediums and industries and efforts to measure their impact comprehensively may not be found in many specifics. In the use of Key Opinion Leaders (KOLs) for B2C marketing strategies in social commerce, it is evident that this approach has great potential to increase brand exposure, consumer engagement, and ultimately, sales.

Gender Equity in Nigeria: A Social-Psychological Explanation of Gender Prejudice

Gender equity is a global phenomenon. One of the central aims of the Sustainable Development Goals (SDGs) is to eliminate gender disparity, ensure equality and human dignity to all men and women. Promoting gender equity and equality is important part of the development strategy that seeks to empower people (both men and women), diminish poverty and improve the standard of living. However, gender inequalities have existed and still persist in most Africa countries and women are not adequately represented in many social, economic and political activities. Consequently, women particularly in Nigeria are among the most disadvantaged population group. This paper aimed at investigating gender equity, identifying forms and causes of gender prejudice in Nigeria and suggesting plausible efforts and remedies to address the intersectional gender imbalance in this country. To achieve this, the study employed the use of secondary sources data and content analysis as its method of data collection and data analysis respectively. To ameliorate gender inequalities toward realization of millennium goals, the following recommendations were put forward: the need for pragmatic and specific gender- focused policies, programmes and actions across all level of government, using multidimensional strategies in uplifting women in politics, education, administration and security outfits, creation of a special agency - equal opportunities commission under ministry of women affairs in every state to address the issue of gender imbalance and lastly ensuring adequate and sustained media campaign and consistent public sensitization on the issues of gender prejudice with a view to achieving the target of SDGs on gender equality in Nigeria.

Potency Campaign Madurese Culture Through Gastronomy Diplomacy

Gastronomy is a very complex cultural product. The development of gastronomic tourism contributes to strengthening local identity, and will be an important point for the development of sustainable tourism. In gastro-tourism, the main motivation for someone to travel is to get the experience of tasting food and drinks that can provide impressions and memories throughout their life. This research aims to explain the role of gastronomy in campaigning for Madurese culture. This research was conducted using the Life Story method and a gastrodiplomacy study approach. The results of the research show that the eating tradition in Madura is almost carried out on various occasions, from human births to funeral ceremonies. The tradition of eating is a space for people to gather in various elements to exchange ideas and thoughts. The potential for gastronomy as a space for Madurese cultural campaigns is still very wide open. This is related to the unique gastronomic characteristics of Madurese food and can be an interesting topic of conversation at a meeting. This research suggests that it is applicable to hold activities such as MICE-Meeting Incentive Convention and Exhibition with a food theme to become a sustainable Madurese cultural space campaign .

The physical environment matters: room effects on online purchase decisions.

People as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices. In a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each product (t-shirt or bananas) hedonic (comfort/look), gain (price), and normative (organic/ fairtrade) attributes were varied in an online choice experiment. Preferences for the normative attribute of t-shirts increased in the normative room compared to the room with gain associations. No effect of the rooms with hedonic or gain priming was observed on the choice. The study supports the hypothesis that the physical room can enhance goal frame activation and behavioral choice but concludes that such priming effect is sensitive to specificity of the prime.

Forecasting the Spread of Sustainability Movement: Computational Analysis on Social Media Messages Promoting Climate Actions

Growing concerns about climate change have led to sustainability campaigns via social media. Few researchers have explored how public responses are influenced by social media messages about sustainability and what factors of these campaigns increase their success. This study examines how sustainability issues are communicated and what features of social media messages promote audience engagement by applying the information-quality and message-valence theories. This study used computational content analysis to collect and analyze tweets about a climate-action movement created by the United Nations for three years, from 2020 to 2022. Initially, 1,070,930 tweets were collected, and 59,181 tweets were retained to test the hypotheses. The results showed that the number of shares increased with high word count, the presence of hashtags, and visual content but decreased with URLs, a verified tag, and positive sentiment. Our findings extend the existing literature by elaborating the roles of information qualities in the context of social media messages about sustainability. This study provides communication practitioners with an equation model to predict shares of a climate-action campaign message on social media.

Senator Richard Lugar i rat u Bosni i Hercegovini

The 1992-1995 war in Bosnia generated a significant interest across the Atlantic. For three-and-a-half years, Bosnia was present in the American public life with continuous media reports of the war and the genocide being perpetrated in this part of the Balkans. American policymakers in the George H. W. Bush and the Bill Clinton Administrations grappled with formulating a response to the war. While the executive branch took hesitant steps in response to the war, a number of American legislators led the way in seeking an assertive US role in Bosnia. Before the war broke out in Bosnia in spring 1992, several American legislators had taken an interest in the crisis in the rapidly dissolving Yugoslavia. Bob Dole, the Kansan Republican, was a leading voice calling for a tougher response. From 1992 onwards, Dole was joined by a number of other senators and congressmen on both sides of the aisle in advocating for air strikes and a lifting of the UN-imposed arms embargo on Bosnia. These congressional Bosnia hawks led a sustained campaign aimed at keeping the US focused on Bosnia and adopted landmark legislation in support of the newly independent state in Southeast Europe. Senator Richard Lugar, an Indiana Republican and an influential voice on foreign affairs, did not belong to this core group of congressional Bosnia hawks. These hawks, including Senators Bob Dole and Joseph Lieberman, and Representative Frank McCloskey, along with a dozen other legislators, were at the forefront of congressional efforts to shape America’s policy towards Bosnia. Unlike these Bosnia hawks, Lugar did not lead the charge in seeking to steer US policy towards Bosnia. The Indiana Republican was neither a persistent advocate on Bosnia which was a characteristic of the congressional Bosnia hawks. But, he did weigh in on Bosnia starting in 1992 and advocated the use of American force in response to the war in Bosnia. Lugar also voted in favour of a series of legislative efforts aimed at supporting Bosnia from the Capitol Hill. This moderate support was still significant for Bosnia as the state mounted a determined defense of its statehood and citizens from 1992 to 1995. Lugar’s Senate papers located at Indiana University Libraries in Bloomington, IN offer insights into how the veteran senator viewed Bosnia and the policies that he advocated. To date, no study of Lugar’s policy towards Bosnia has been researched and his papers on Bosnia represent a first in-depth look at the senator’s views on the war. Drawing on these original documents, this paper seeks to piece together the story of how Senator Lugar reacted to the Bosnian War. It is a story of his support for Bosnia but one which was neither persistent nor forceful compared to Bob Dole and other pro-Bosnia voices on Capitol Hill. Still, as an independent and internationalist Republican, Lugar left a mark on his nation’s foreign policy including towards Bosnia. This paper, then, further seeks to contribute to the existing literature on the variety of America’s responses to the Bosnian War but also to shed light on Senator Lugar’s little-known effort to shape the US policy towards Bosnia in the early 1990s.

Mental Wellness Self-Care in Singapore With mindline.sg: A Tutorial on the Development of a Digital Mental Health Platform for Behavior Change.

Singapore, like the rest of Asia, faces persistent challenges to mental health promotion, including stigma around unwellness and seeking treatment and a lack of trained mental health personnel. The COVID-19 pandemic, which created a surge in mental health care needs and simultaneously accelerated the adoption of digital health solutions, revealed a new opportunity to quickly scale innovative solutions in the region. In June 2020, the Singaporean government launched mindline.sg, an anonymous digital mental health resource website that has grown to include >500 curated local mental health resources, a clinically validated self-assessment tool for depression and anxiety, an artificial intelligence (AI) chatbot from Wysa designed to deliver digital therapeutic exercises, and a tailored version of the website for working adults called mindline at work. The goal of the platform is to empower Singapore residents to take charge of their own mental health and to be able to offer basic support to those around them through the ease and convenience of a barrier-free digital solution. Website use is measured through click-level data analytics captured via Google Analytics and custom application programming interfaces, which in turn drive a customized analytics infrastructure based on the open-source platforms Titanium Database and Metabase. Unique, nonbounced (users that do not immediately navigate away from the site), engaged, and return users are reported. In the 2 years following launch (July 1, 2020, through June 30, 2022), the website received >447,000 visitors (approximately 15% of the target population of 3 million), 62.02% (277,727/447,783) of whom explored the site or engaged with resources (referred to as nonbounced visitors); 10.54% (29,271/277,727) of those nonbounced visitors returned. The most popular features on the platform were the dialogue-based therapeutic exercises delivered by the chatbot and the self-assessment tool, which were used by 25.54% (67,626/264,758) and 11.69% (32,469/277,727) of nonbounced visitors. On mindline at work, the rates of nonbounced visitors who engaged extensively (ie, spent ≥40 seconds exploring resources) and who returned were 51.56% (22,474/43,588) and 13.43% (5,853/43,588) over a year, respectively, compared to 30.9% (42,829/138,626) and 9.97% (13,822/138,626), respectively, on the generic mindline.sg site in the same year. The site has achieved desired reach and has seen a strong growth rate in the number of visitors, which required substantial and sustained digital marketing campaigns and strategic outreach partnerships. The site was careful to preserve anonymity, limiting the detail of analytics. The good levels of overall adoption encourage us to believe that mild to moderate mental health conditions and the social factors that underly them are amenable to digital interventions. While mindline.sg was primarily used in Singapore, we believe that similar solutions with local customization are widely and globally applicable.