Imperial College London


Faculty of MedicineSchool of Public Health

Honorary Research Associate



+44 (0)20 7594 3277i.bakolis Website




531Norfolk PlaceSt Mary's Campus






BibTex format

author = {Sampogna, G and Bakolis, I and Evans-Lacko, S and Robinson, E and Thornicroft, G and Henderson, C},
doi = {10.1016/j.eurpsy.2016.08.008},
journal = {European Psychiatry},
pages = {116--122},
title = {The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme.},
url = {},
volume = {40},
year = {2016}

RIS format (EndNote, RefMan)

AB - BACKGROUND: In England, during 2009-2014 the 'Time to Change' anti-stigma programme has included a social marketing campaign (SMC) using mass media channels, social media and social contact events but the efficacy of such approach has not been evaluated yet. METHODS: The target population included people aged between mid-twenties/mid-forties, from middle-income groups. Participants were recruited through an online market research panel, before and after each burst of the campaign (with a mean number of unique participants per each burst: 956.9±170.2). Participants completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and behaviours [Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and level of awareness of the SMC were also collected. RESULTS: A total of 10,526 people were interviewed. An increasing usage of the SMC-media channels as well as of the level of awareness of SMC was found (P<0.001). Being aware of the SMC was found to be associated with higher score at MAKS (OR=0.95, CI=0.68 to 1.21; P<0.001), at 'tolerance and support' CAMI subscale (OR=0.12, CI=0.09 to 0.16; P<0.001), and at RIBS (OR=0.71, CI=0.51 to 0.92; P<0.001), controlling for confounders. CONCLUSION: The SMC represents an important way to effectively reduce stigma. Taking into account these positive findings, further population-based campaigns using social media may represent an effective strategy to challenge stigma.
AU - Sampogna,G
AU - Bakolis,I
AU - Evans-Lacko,S
AU - Robinson,E
AU - Thornicroft,G
AU - Henderson,C
DO - 10.1016/j.eurpsy.2016.08.008
EP - 122
PY - 2016///
SN - 1778-3585
SP - 116
TI - The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme.
T2 - European Psychiatry
UR -
UR -
UR -
VL - 40
ER -