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Indigenous Australians report mental health problems at a much higher rate than non-Indigenous Australians. However, rather than more services, it has been proposed that there should be a positive, socially based approach to improving mental health in Indigenous communities. The population-wide Western Australian Act-Belong-Commit mental health promotion campaign appeared to be consistent with such an approach. Hence, after consultation with Indigenous community members, a culturally adapted version of the campaign was developed and launched in a largely Indigenous remote Australian community. A survey of Indigenous community members was conducted two years later to assess campaign impact. The aim of this paper is to report on the impact on community members of this cultural adaptation.

Intercept interviews were conducted with Indigenous community members (n = 31) to assess respondents’ awareness of the campaign elements and activities, understanding of campaign messages and whether respondents had undertaken activities to improve their own or their family’s social and emotional well-being as a result of the campaign.

There was universal awareness of the adapted campaign in this sample, with 81% reporting doing something for their own social and emotional well-being, 74% reporting doing something for the social and emotional well-being of their family or friends and 48% reporting doing something for community well-being, as a result of campaign exposure.

The cultural adaptation of the Act-Belong-Commit campaign in the Australian Roebourne community is the first reported Indigenous adaptation of a population-wide mental health promotion campaign.

Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under consideration generally have substantial implications for both individual and societal health and well-being. The Act-Belong-Commit campaign is a world-first population-wide application of social marketing in the area of positive mental health promotion. This study aims to focus on the perceived credibility of the Act-Belong-Commit campaign as a source of information about mental health as a predictor of three types of behavioural responses to the campaign: adopting mental health enhancing behaviours; seeking information about mental health and mental health problems; and seeking help for a mental health problem.

A state-wide survey was undertaken of the adult population in an Australian state where the Act-Belong-Commit campaign originated. The survey included measures of the above three behavioural responses to the campaign and measures of respondents’ perceptions of Act-Belong-Commit’s source credibility. Logistic regression analyses were performed to determine whether the three behavioural responses can be predicted based on perceived source credibility. The predictive performance of the model was examined by receiver operating characteristic curve analysis.

Greater perceived source credibility was significantly associated with having done something for their mental health and for having sought information, and an increased likelihood, but not significantly so, of having sought help for a mental health problem.

Despite the acknowledged importance of source credibility, there has been little published research that the authors are aware of that has looked at the impact of such on the effectiveness of social marketing campaigns. To the best of the authors’ knowledge, this is the first published study of the association between source credibility and behavioural response to a social marketing campaign.

The purpose of this paper is to investigate the overall campaign reach and impact of the ABCs of Mental Health in Denmark; a secondary objective is to investigate how mental health-promoting beliefs and actions are associated with good mental health.

A questionnaire was administered to two representative cross-sectional samples of the Danish population (1,508 respondents in 2019; 1,507 respondents in 2021) via an online survey. The data were subsequently pooled together into one sample consisting of 3,015 respondents. In addition to questions pertaining to campaign reach and impact, the questionnaire also included a validated scale for mental well-being and questions about beliefs and actions in regard to enhancing mental health.

About 7.6% had been reached by the campaign (familiar with ABC name or messages), or 11.9% when also counting familiarity with campaign slogans. Among these, respondents reported (proportions in parentheses) that the campaign had 1) made them reflect on their mental health (74.2%), talk to friends and family about mental health (35.5%), given them new knowledge about what they can do to enhance mental health (78.4%), or take action to enhance their own mental health (16.2%). An internal well-being locus of control and proactive behaviours towards enhancing mental health are shown to be associated with higher mean scores on mental well-being, lower odds of low mental well-being and higher odds of higher mental well-being.

An internal well-being locus of control and proactive behaviours towards enhancing mental health are suggested to both prevent low levels of mental well-being and promoting high levels of mental well-being. The results indicate that the ABCs of Mental Health campaign may be implemented to promote such beliefs and actions universally throughout the population.

The Mentally Healthy Schools Framework (MHSF), based on the population-wide Act-Belong-Commit mental health promotion campaign, is a whole-school approach primarily targeting student mental health, but it is also intended for staff. This paper presents the results of an impact survey on staff after the implementation of the Framework in a number of schools in Western Australia.

A baseline questionnaire was completed by n = 87 staff at schools that had just signed up to the programme, and a participant questionnaire was completed by n = 146 staff at schools that had been participating for at least 17 months.

The results show that the Framework has had a substantial impact on many staff in terms of increased mental health literacy and taking action to improve their mental health.

Mental health interventions in schools generally focus on students' well-being and how to deal with student mental health problems. There are few comprehensive interventions that also include staff well-being.

Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name.

An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event.

Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000).

Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships.

It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

Act‐Belong‐Commit is a community‐based positive mental health promotion campaign that targets individuals to engage in activities that enhance their mental health while targeting community organisations that provide such activities to promote their activities under the banner of the Act‐Belong‐Commit message. This paper aims to detail key findings from a population impact evaluation of the campaign conducted in 2010.

Computer‐assisted telephone interviews (CATI) were conducted on a randomly selected adult sample (n=1,113) using quotas to obtain equal representation by age and gender. The questionnaire contained items gauging campaign reach, the impact of the campaign on individual beliefs and behaviours, and perceived societal impact of the campaign on mental illness stigma and openness to mental health issues.

The campaign reached 75 per cent of the population. Amongst those exposed to the campaign, 25 per cent reported changing the way they thought about mental health and mental illness, and 20 per cent reported some behaviour change. The campaign was perceived to be effective in making people more open about mental health issues (77 per cent of reached respondents) and reducing stigma surrounding mental illness (68 per cent of reached respondents).

The campaign provides a framework for increasing mental health literacy on a population scale.

With its focus on the positive aspects of mental health, the paper shows that the campaign is unique in promoting behaviours that people can and should do to build and maintain good mental health, while also encouraging community organisations and groups that provide mentally healthy activities to partner with the campaign to make mental health “everybody's business”.

In response to a call for greater attention to the mental health promotion needs of older people, this study aims to identify those aspects of mental health messages that may be particularly effective with older audiences.

Individual interviews and focus groups were conducted with 111 Australians aged 40 years and older.

A low level of knowledge relating to mental health issues and the confounding of mental health with mental illness resulted in participants stating a preference for health experts, government officials, and high‐profile and “everyday” individuals who have successfully recovered from mental illness as spokespeople for mental health messages. A common theme was that spokespersons should have evident and extensive knowledge of .mental illness, either through qualifications, occupation, or personal experience.

The findings demonstrate the highly negative connotations surrounding mental illness and the lack of familiarity with the concept of positive mental health. There is much scope to educate the public about the importance of staying mentally healthy and how this outcome may be achieved.