RESUMO
BACKGROUND: The purpose of this research is to examine how social marketing messages can be developed to reduce the stigma associated with seeking help for mental health conditions. It also explores the role that spirituality plays in an individual's propensity to pursue help for mental health challenges. METHODS: A two-factor between-subjects experiment (ad message: destigmatizing and control × spirituality: high and low) between-subjects design was conducted with 275 participants from the millennial generational cohort in the United States. Responses were collected using an online consumer panel. RESULTS: Findings indicate that when presented with an advertisement that reduces the stigma associated with mental illness, individuals have a more favorable emotional reaction toward seeking help for a mental health condition. In addition, spirituality moderates the effect of advertising on mental health help-seeking behavior. Individuals with more intrinsic spirituality are more likely to seek care for a mental health issue, whereas those who report less intrinsic spirituality may need the help of destigmatizing messages. Specifically, individuals who report less intrinsic spirituality have more favorable attitudes toward an advertisement that destigmatizes mental illness, and as a result express greater intentions to seek care for a mental health condition. CONCLUSIONS: This research contributes to discussions centered on better understanding how to break down barriers to seeking aid for mental illness. Messaging which destigmatizes mental illness might start by targeting those who are less inclined to believe in transcendence. Moreover, since spirituality also includes a search for meaning, connectedness, and growth, such messaging might also be beneficial to those who are less likely to engage in activities which link the mind, body and spirit, such as meditation, mindfulness and yoga.