BACKGROUND Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016-2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. METHODS Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health Knowledge Schedule, MAKS); attitudes (Community Attitudes toward Mental Illness, CAMI); and desire for social distance (Intended Behaviour subscale of the Reported and Intended Behaviour Scale, RIBS). Socio-demographic data and awareness of the campaign were also collected. RESULTS For each of the 3 bursts, significant pre-post awareness differences were found (OR = 2.83, CI = 1.90-4.20, p < 0.001; OR = 1.72, CI = 1.22-2.42, p = 0.002; OR = 1.41, CI = 1.01-1.97, p = 0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the "living with" subscale item of the RIBS, and in the "recover" and "advice to a friend" MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. CONCLUSIONS These interim results suggest that the campaign is reaching and having an impact on its new target audience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

中文翻译：

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变革时刻针对新目标人群的社交营销活动：2017年至2019年的结果。

背景技术自2009年以来，《变革时光》已在其战略中包括一项社会营销活动，以解决围绕精神健康问题的污名。在其第三阶段开始时（2016-2021），该运动的目标人群是年龄在20岁至40岁之间的人群，但后来变成了中低收入人群，内容主要针对男性。方法在每次运动爆发之前和之后，通过在线市场研究小组招募参与者（n = 3700）。他们完成了一项在线评估知识的问卷（心理健康知识表，MAKS）；态度（对精神疾病的社区态度，CAMI）；和对社交距离的渴望（报告和预期行为量表的预期行为子量表，RIBS）。还收集了社会人口统计数据和对该运动的认识。结果对于这3次爆发中的每一次，发现了明显的事前意识差异（OR = 2.83，CI = 1.90-4.20，p <0.001; OR = 1.72，CI = 1.22-2.42，p = 0.002; OR = 1.41，CI = 1.01-1.97，p = 0.043），第三次爆发结束时的意识为33％。与一个或多个突发事件的意识相关的人口统计学因素包括生孩子，熟悉精神疾病，男性，黑人，亚裔或其他少数族裔以及居住在伦敦或东米德兰兹地区。在RIBS的“与…一起生活”子量表项目以及“恢复”和“给朋友的建议” MAKS项目中，发现突发事件有所改善。熟悉精神疾病与所有结局指标之间的关联最强，而对运动的认识也与MAKS和RIBS中的较高得分相关。结论这些中期结果表明，该运动正在达到并对其新目标受众产生影响，其程度与TTC第一阶段运动类似。尽管在TTC期间，我们没有发现证据显示耻辱的人口差异有所扩大，并且实际上按年龄组和英格兰地区的人口差异有所缩小，但社会经济地位，种族和性别的人口差异迄今未变。通过针对较低的社会经济群体并在男性以及黑人和少数族裔群体中建立相对较高的认识，该运动显示出解决这些长期存在的耻辱性差异的潜力。尽管在TTC期间，我们没有发现证据显示耻辱的人口差异有所扩大，并且实际上按年龄组和英格兰地区的人口差异有所缩小，但社会经济地位，种族和性别的人口差异迄今未变。通过针对较低的社会经济群体并在男性以及黑人和少数族裔群体中建立相对较高的认识，该运动显示出解决这些长期存在的耻辱性差异的潜力。尽管在TTC期间，我们没有发现证据表明耻辱的人口差异有所扩大，并且实际上按年龄组和英格兰地区的人口差异有所缩小，但社会经济地位，种族和性别的人口差异迄今未变。通过针对较低的社会经济群体并在男性以及黑人和少数族裔群体中建立相对较高的认识，该运动显示出解决这些长期存在的耻辱性差异的潜力。