title: Influence of Time to Change's social marketing interventions on stigma in England 2009-2011.
abstract: BACKGROUND
  England's Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination.
  
  
  OBJECTIVE
  We aimed to assess the effectiveness of the mass media component and also that of the mass social contact events.
  
  
  METHODS
  Online interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems.
  
  
  RESULTS
  Prompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact (M = 2.68) v. no contact (M = 2.42) on perceived attitude change; t(211) = 3.30, P = 0.001. Contact quality predicted more positive attitude change (r = 0.33, P<0.01) and greater confidence to challenge stigma (r = 0.38, P<0.01).
  
  
  CONCLUSIONS
  The favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.
authors.affiliation: Health Service and Population Research Department, Institute of Psychiatry, King's College London, London SE5 8AF, UK. Claire.1.henderson@kcl.ac.uk
authors.forename: Sara
authors.initials: S
authors.lastname: Evans-Lacko
authors.forename: Estelle
authors.initials: E
authors.lastname: Malcolm
authors.forename: Keon
authors.initials: K
authors.lastname: West
authors.forename: Diana
authors.initials: D
authors.lastname: Rose
authors.forename: Jillian
authors.initials: J
authors.lastname: London
authors.forename: Nicolas
authors.initials: N
authors.lastname: Rüsch
authors.forename: Kirsty
authors.initials: K
authors.lastname: Little
authors.forename: Claire
authors.initials: C
authors.lastname: Henderson
authors.forename: Graham
authors.initials: G
authors.lastname: Thornicroft
mesh_terms: D000328:Adult; D001364:Awareness; D004739:England; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D008402:Mass Media; D001523:Mental Disorders / Q000523:psychology*; D008875:Middle Aged; D015397:Program Evaluation; D012922:Social Change; D063508:Social Discrimination / Q000517:prevention & control*; D040241:Social Marketing; D058992:Social Participation; D057545:Social Stigma; D011795:Surveys and Questionnaires