Developing a Social Media Campaign to Address Mental Health Stigma in Ghana
This project aims to create a social media campaign targeting young adults in Ghana to address high rates of mental health issues, especially depression and suicidal thoughts. The campaign will focus on destigmatizing mental health, providing resources, and promoting open conversations. It addresses the lack of mental health services at the community level and aims to empower individuals to seek help and support. By utilizing social media platforms, the project seeks to reach a wide audience and make a positive impact on mental health awareness and support in the Ghanaian population.
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Social Media Campaign Plan Topic Here Your Organization Here Project Name Here
SLIDE TITLE OF SLIDE PHASE I: Plan Your Social Media Campaign 3Problem Statement/Audience/Contextual Factors 3 Problem Statement/Audience/Contextual Factors 4Persona (Example: Akosua) 4 Persona (Example: Akosua) How to Use this PPT Template 5Persona (Example: Emmanuel) 5 Persona (Example: Emmanuel) 6Persona Template 6 Persona Template 7Persona Template 7 Persona Template This PowerPoint (PPT) template is meant to be used in coordination with Using Social Media for Health Behavior Change: Technical How-to Guide. 8Needs Assessment 8 Needs Assessment 9Goal and Intermediary Objectives 9 Goal and Intermediary Objectives 10Empathy Map 10 Empathy Map 11Impact/Viability Matrix 11 Impact/Viability Matrix Summary guidance/directions are provided for each relevant slide in the notes section of that slide. 12Monitoring and Evaluation Plan 12 Monitoring and Evaluation Plan Some slides are example slides. If you seek to use this PPT to present your Social Media Campaign to other departments/colleagues, you may want to consider deleting these slides to avoid confusion or moving them to the end of the slide deck. *Note that slide numbers may then no longer coincide with the Technical How-to Guide.* PHASE II: Develop Your Social Media Campaign 13Survey/Poll Questions 13 Survey/Poll Questions 14Action Plan/Timeline 14 Action Plan/Timeline 15Campaign Messaging/Creative Approach 15 Campaign Messaging/Creative Approach 16Content Calendar/Budgeting 16 Content Calendar/Budgeting For slides that you need to delete information and replace it with your campaign plans/ideas, you may consider downloading the original slide deck to keep as a reference. PHASE III: Implement, Monitor and Evaluate Your Campaign 17Pre-Survey/Poll Results 17 Pre-Survey/Poll Results 18Performance Tracker 18 Performance Tracker 19Post-Survey/Poll Results 19 Post-Survey/Poll Results 2
Problem Statement/Audience/Contextual Factors A/B. Problem Statement/Target Audience C. Contextual Factors High rates of mental health problems (e.g., depression/suicidal thoughts) among young adults (20-34) in Ghana Ghana: WHO Special Initiative for Mental Health Situational Analysis (January 2022) ~5 million 20- to 29-year-olds on social media in Ghana ~200k people aged 65+ on social media in Ghana Community-level health centers (CHPs) do not have mental health services available must go/be referred to regional hospital Youth (20-29) 6.4% experience depressive disorder Elderly (70+) 7.9% experience depressive disorder Government of Ghana: DHMIS2 Data (Q1, 2023) Total depression reported rates for 20- to 34-year-olds=202 (highest group) 2022=2349 Total depression reported rates for 35- to 49-year-olds=134 (second highest group) 2022=1899 PLAN I PHASE 3
Persona Example What do they value and believe? She believes in education and completed tertiary early. She values her love life and values her parents opinion. She is religious and believes in God. She is pregnant, but unmarried her father is a pastor. She worries about being stigmatized for having a child before marriage she doesn t know if she should abort or keep the baby. NAME: Akosua n/a Influenced by: Modify the graph below to indicate levels of influence: Gender: Female What are their key health concerns? She is pregnant, jobless, and boyfriend is wanting her to abort the baby. Age: 23 Family Partner/Spouse Education: Tertiary completion Friends CAN SOCIAL MEDIA ADDRESS THESE? YES O What are their barriers to healthy behaviors (aligned with problem)? Profession: Unemployed Religious leaders NO Lack of mental health services at community level Social media Household Income: O Perceived cost of mental health services $0 O May need permission to go to health center Social media usage: Language: English, Twi, Ga O Needs health information to make a choice Modify the graph below to indicate levels of usage: Family: Lives at home and depends on parents What are their motivators for healthy behaviors (aligned with problem)? Social media O Other counseling (AgooSHE+) is a call away (easy) Mobile phone O Toll-free hotline is free Health services they already use: O Has access to social media Self-medication PLAN I PHASE 4
Persona Example What do they value and believe? NAME: Emmanuel Believes in becoming successful through hard work, integrity, and faithfulness. He believes in God and chastity. He believes he is depressed due to economic or financial reasons; things are hard for him. n/a Influenced by: Modify the graph below to indicate levels of influence: Gender: Male What are their key health concerns? He is currently suffering from hepatitis B but is relying on self-medication using a concoction from an unregistered herbalist. His current job pays so little, which has made him depressed and anxious since he needs to care for his parents and himself using the little money he earns. Age: 25 Family Partner/Spouse Education: Technical/Vocational Institute/Senior High School Friends CAN SOCIAL MEDIA ADDRESS THESE? YES What are their barriers to healthy behaviors (aligned with problem)? Profession: Sales Professional Religious leaders NO N Financial or Economic hardship Social media 300 Ghana Cedi/month (~$26 USD) Household Income: Y Perceived expensive cost of Health services Y Stigma of mental health among peers Social media usage: Language: Fante, Twi, Nzema Y Lack of mental health services Modify the graph below to indicate levels of usage: Family: In a relationship; no child yet and lives in a large extended family What are their motivators for healthy behaviors (aligned with problem)? Social media Y Perceived ease in accessing mental health services Mobile phone Y Seeing peers sharing mental health challenges Health services they already use: Prefers self-medication and/or Clinics for emergencies Y Knowledge of the poor health effects of depression Y Success stories of people who were depressed PLAN I PHASE 5
Persona Template What do they value and believe? NAME: Influenced by: Modify the graph below to indicate levels of influence: Gender: What are their key health concerns? Age: Family Partner/Spouse Education: Friends CAN SOCIAL MEDIA ADDRESS THESE? YES What are their barriers to healthy behaviors (aligned with problem)? Profession: Religious leaders NO Social media Household Income: Social media usage: Language: Modify the graph below to indicate levels of usage: Family: What are their motivators for healthy behaviors (aligned with problem)? Social media Mobile phone Health services they already use: PLAN I PHASE 6
Persona Template What do they value and believe? NAME: Influenced by: Modify the graph below to indicate levels of influence: Gender: What are their key health concerns? Age: Family Partner/Spouse Education: Friends CAN SOCIAL MEDIA ADDRESS THESE? YES What are their barriers to healthy behaviors (aligned with problem)? Profession: Religious leaders NO Social media Household Income: Social media usage: Language: Modify the graph below to indicate levels of usage: Family: What are their motivators for healthy behaviors (aligned with problem)? Social media Mobile phone Health services they already use: PLAN I PHASE 7
Needs Assessment (Barriers & Enablers) Socioecological Levels Barriers (Challenges) Enablers (Motivators) Individual Factors (Personal) Knowledge, motivation, self- efficacy/ability, decision-making authority Access to relevant information (individual knowledge) Social Factors (Family/community) Norms (gender/social), cultural practices, stigma/discrimination, social cohesion, social capital, family and social support Social stigma linked to mental disorders (WHO, 2023) (social stigma/norms) Structural Factors (External/environmental) Access (affordability, availability, convenience, quality), governance (policies, laws, accountability), conflict/fragility Health system skewed to southern part of country; less accessible services in CHPS (lowest facility level) for mental health (WHO, 2023) (structural availability) Online mental health services (structural availability/convenience) Free/toll-free mental health service center (structural availability/convenience) PLAN I PHASE 8
Goal and Intermediary Objectives B. Intermediary Objectives (IO) (maximum 2) A. Goal Reduction in mental health problems (e.g., depression/ suicidal thoughts) among youth in Ghana 1. Increase in awareness/knowledge of AgooSHE+ hotline. 2. Increase in confidence to access mental health services. PLAN I PHASE 9
Empathy Map That mental health services are affordable (less expensive than perceived to be) What do they NEED TO THINK to do the intended behavioral/intermediary objective? A reliable source for mental health information is the Goodlife brand That self-medication is never a good option; visiting a hospital and/or speaking with a mental health professional is a necessary action That there is easy and accessible mental health information What do they NEED TO HEAR on social media to do the intended behavioral/intermediary objective? What do they NEED TO SEE on social media to do the intended behavioral/intermediary objective? More information regarding available mental health services Success stories of people who have come out of/overcame depression More people sharing their experience and their journey through depression and anxiety That they are important and that life matters Emmanuel and Akosua Role models speak against mental health stigmatization Accurate information about available mental health services Feel that they have a peer- support network Confident to call or access a hotline What do they NEED TO FEEL to do the intended behavioral/intermediary objective? Love and support from people close to them, friends/family members That there is a safe environment to speak about mental health challenges that one faces PLAN I PHASE 10
Impact/Viability Matrix MOST IMPACT Still images: AgooSHE+ (contact info/free): phone call away Interview a Mental Health Specialist as trusted messenger (output: two 15 second videos/3 still images with quotes) Inspiration quotes (GIFs) with key information on AgooSHE+ hotline noted Activity in-person where people share their thoughts (output: pre- recorded messages/still images) Celebrity testimonials (video/still images) Still images/video: about AgooSHE+ hotline (How to Navigate/Call In Role Play) Pre-Recorded Peer Testimonials (output: 15 second videos) Testimonials: still images; using a digital (cut out) banner VIABILITY LEAST VIABLE MOST VIABLE FB/Instagram Live: testimonials from peers that experienced depression and overcame (their journey) FB/Instagram Live: 1:1 Discussion with peer that experiences depression moderator leading discussion IMPACT LEAST IMPACT PLAN I PHASE 11
Monitoring and Evaluation Plan Performance Metrics SBC Metrics (maximum 2) Example: Reach 20% of estimated audience of 20- to 34-year-olds in 6-week campaign Example: Achieve a 15% increase in youth (20-34) who know about the AgooSHE+ hotline service for mental health support Example: Achieve 3% of estimated audience of 20- to 34-year-olds comments on each post in 6-week campaign Example: Achieve a 10% increase in youth (20-34) who feel confident to access mental health services Example: Achieve 3% of estimated audience of 20- to 34-year-olds liking each post in 6-week campaign PLAN I PHASE 12
Survey/Poll Questions Recall (required) and Demographics Intermediary Objective #1 Intermediary Objective #2 Do you recall seeing an ad for (mental health) from (GoodLife, Live it Well) online or on a mobile device in the past (30 days)? Yes No Not sure What gender are you? Male Female Nonbinary Are you between the ages of 20 to 34 years old? Yes No How confident do you feel accessing mental health services? (or How confident are you that you could access mental health services if you wanted to?) Very confident (desired) Somewhat confident (desired) Only a little confident Not confident at all I don t know Have you ever heard of AgooSHE+? Yes (desired) No Not sure If yes, do you know what AgooSHE+ is? Yes (desired) No Not sure PLAN I PHASE 13
Action Plan/Timeline Weeks Tasks Responsibility/Notes Mental Health Specialist Identify specialist Develop interview guide Hold interview Develop two 15-second videos Develop ~five static images Key Task 2 Sub-task Sub-task Sub-task Key Task 3 Sub-task Sub-task 12 1 X X 2 3 X 4 X X 5 6 7 8 9 10 11 Sam & Clifford Joseph & Sam Sam Collins & Sam Joseph & Sam PLAN I PHASE 14
Campaign Messaging/Creative Approach A. Key Messages B. Creative Approach Reminder: Intermediary Objectives (max 2) AgooSHE+ is a free hotline Mental health services are a phone call away Your mental health is essential! Your mental health matters Tone of Voice: Serious/formal but informative and approachable Visual Look: 1. Confidence to access mental health services Real people, trusted messengers (health professionals), informative discussions Color Palette: 2. Knowledge/awareness of AgooSHE+ hotline GHS GoodLife branded logo for content, uplifting/colorful images and content Content Type(s): Hashtags: #GHS #everydaything #MentalHealthMatters Tags (@) GhanaHealthService GoodLife, Live it Well GIFs, videos, photos/images DEVELOP 2 PHASE 15
Content Calendar/Budgeting Budgeting Campaign Length: 6 weeks Budget: $5,000 A/B Testing: $100 Pre/post Polls: $300 Ad credits: $4,700 (~$760/week or $25/day) DEVELOP 2 PHASE 16
Pre-Survey/Poll Results Confidence to access mental health services % Very confident (desired) % Somewhat confident (desired) % Only a little confident % Not confident at all % I don t know Confidence/by Age % Confidence/by Gender % Knowledge of AgooSHE+ (Heard of it) Dates Run: % Yes % No Sample Size: % Not Sure Knowledge of AgooSHE+ (Heard of it)/by Age % Knowledge of AgooSHE+ (Heard of it)/by Gender % Knowledge of AgooSHE+ (Know what it is) % Yes % No % Not Sure Knowledge of AgooSHE+ (Know what it is)/by Age % Knowledge of AgooSHE+ (Know what it is)/by Gender % IMPLEMENT, MONITOR AND EVALUATE 3 PHASE 17
Performance Tracker Example Performance Tracker Information IMPLEMENT, MONITOR AND EVALUATE 3 PHASE 18
Post-Survey/Poll Results Knowledge of AgooSHE+ (Heard of It) (by Recall) Recall of ad on mental health from _____ in past ___ days Dates Run: % Yes % Yes % No Sample Size: % No % Not Sure % Not Sure Knowledge of AgooSHE+ (Heard of It)/by Age (by Recall) Confidence to access mental health services by Recall (yes) % Knowledge of AgooSHE+ (Heard of It)/by Gender (by Recall) % Very confident (desired) % % Somewhat confident (desired) Knowledge of AgooSHE+ (Know What it Is) (by Recall) % Only a little confident % Yes % Not confident at all % No % I don t know % Not Sure Confidence/by Age (by Recall) Knowledge of AgooSHE+ (Know What it Is)/by Age (by Recall) % Confidence/by Gender (by Recall) % % Knowledge of AgooSHE+ (Know What it Is)/by Gender (by Recall) % IMPLEMENT, MONITOR AND EVALUATE 3 PHASE 19
