Social and Behavioral Sciences Commons^™

An Application Of Social Marketing Theory To Develop A Social Marketing Campaign To Address Mental Health Literacy And Help-Seeking Behavior Among Male College Students, Rita Debate, Amy Gatto

Health Behavior Research

Male college students have been observed to have low mental health literacy and help-seeking behaviors. The purpose of this study was to apply social marketing theory to address mental health literacy among male undergraduate students in order to improve both mental health literacy and help-seeking behaviors. The current study employed qualitative methods involving key informant interviews among male undergraduate university students (n = 26). Participants were provided three vignettes representing a male college student presenting with anxiety, depression, or stress during the key informant interviews. The concepts from the key informant interviews were mapped onto the social marketing theory …