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One strategy for shifting higher education culture around mental illness stigma involves the use of social marketing campaigns. These well-intentioned campaigns must be developed strategically so they are effective and do not create more stigma on campuses. This chapter outlines steps for creating effective campaigns to change mental illness stigma cultures on college campuses. The chapter concludes with a case study demonstrating how the steps can be used to assess, target, and implement a comprehensive social marketing campaign to reduce mental illness stigma.

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Using Social Marketing Tactics to Impact Mental Illness Stigma on Campus

  • 章节

  • 发表日期：

    2025年

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  • Marie A. Yeh

摘要

One strategy for shifting higher education culture around mental illness stigma involves the use of social marketing campaigns. These well-intentioned campaigns must be developed strategically so they are effective and do not create more stigma on campuses. This chapter outlines steps for creating effective campaigns to change mental illness stigma cultures on college campuses. The chapter concludes with a case study demonstrating how the steps can be used to assess, target, and implement a comprehensive social marketing campaign to reduce mental illness stigma.