The Act-Belong-Commit ‘ABCs of Mental Health’ campaign for mental health promotion

Meilstrup, Charlotte; Koushede, Vibeke; Donovan, Robert J.; Krokstad, Steinar; Mohr, Magni; Hall, Eric; Santini, Ziggi Ivan

doi:10.56367/oag-036-10437

Cited by 3 publications

(2 citation statements)

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“…A similar hub and partnership model has been adopted by other countries where the campaign is being implemented (e.g. Meilstrup et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Donovan,

Jalleh,

Drane

2024

JSOCM

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Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value 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.

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“…A similar hub and partnership model has been adopted by other countries where the campaign is being implemented (e.g. Meilstrup et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Donovan,

Jalleh,

Drane

2024

JSOCM

Self Cite

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“…The campaign originated in Western Australia, where it is directed by Mentally Healthy WA (MHWA) at Curtin University, and is implemented through partnerships with health services, local governments, state government departments, workplaces, community organisations, and local clubs [ 23 ]. The campaign constructs appear to be universal and have been adopted and articulated in a local context in a number of countries around the globe, particularly in Scandinavian countries [ 25 , 26 , 27 ].…”

Section: Introductionmentioning

confidence: 99%

Impact on Students of the Act–Belong–Commit Mentally Healthy Schools Framework

2023

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Schools can have a significant role in affecting the mental health and wellbeing of both students and staff, with considerable implications for society as a whole. Hence, there is a need for school-based interventions to both assist those experiencing mental health problems and to implement activities and policies that facilitate the enhancement and maintenance of good mental health. Unlike most school mental health interventions that are focussed on, and specific to, the school setting, the Act–Belong–Commit Mentally Healthy Schools Framework is based on the principles of the Act–Belong–Commit community-wide general population mental health promotion campaign, which has been adapted to the school setting via the World Health Organisation’s Health Promoting Schools Framework. The Mentally Healthy Schools Framework is a whole-school approach to enhancing both student and staff mental health. This paper reports the findings of a preliminary impact survey administered to students after the adoption of the Framework in a number of primary and secondary schools in Western Australia. Students from two schools that had only recently adopted the Framework completed a “Baseline” questionnaire, and students from three schools that had been implementing the Framework for at least 17 months completed a “Follow-up” questionnaire. The results suggest that the Mentally Healthy Schools Framework, adapted from a community-wide campaign, can have a positive impact on students in terms of increasing openness about mental health, increasing awareness of behaviours conducive to good mental health, and increasing engagement in behaviours to improve their mental health. Such positive impacts have clear implications not only for prevention of mental disorders, but for academic achievement, employment, and overall contribution to society.

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Promoting mental well-being in Western Australia: Act Belong Commit ® mental health promotion campaign partners’ perspectives

Smith,

t’Hart,

Leaversuch

et al. 2024

Health Promotion International

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The Act Belong Commit® mental health promotion campaign aims to improve population mental well-being. Based on a social-franchising model, partnerships are sought with organizations offering ‘mentally healthy activities’ that foster social connectedness and mental well-being. There are four categories of partner organizations sought: Site (government agencies and health services), Associate (organizations with state-wide or national services), Community (local, grass-roots community groups) and Schools. This research explored organizational perceptions of the Act Belong Commit® Partnership Program. A purposive sample of 14 organizational representatives across all four partner categories participated in semi-structured interviews online or face-to-face between July and September 2021. Reflexive thematic analysis was used to identify three main themes: (a) A passion for promoting mental health; (b) Implementation, innovation, adaption and creation (e.g. the ability to adapt, create and deliver activities aligned with the campaign message; and (c) Future sustainability (e.g. recommendations for the sustainability of the programme). The use of reflexive thematic analysis enabled deeper insights into the complexity of the partnerships. Findings describe how the Act Belong Commit® Partnership Program supports mutually desirable objectives and extends the campaign reach. Embedded in a shared belief system that incorporates a passion for good mental health, the model supports the flexibility to adapt, create and deliver fit-for-purpose activities that promote mental well-being in the places where people live, work and play.

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The Act-Belong-Commit ‘ABCs of Mental Health’ campaign for mental health promotion

Cited by 3 publications

References 0 publications

Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Impact on Students of the Act–Belong–Commit Mentally Healthy Schools Framework

Promoting mental well-being in Western Australia: Act Belong Commit ® mental health promotion campaign partners’ perspectives

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