AMB206: Social Marketing Report on Mental Health in Young Australians

This report provides a detailed analysis of mental health and well-being among young Australians, addressing the critical issues and challenges they face. It begins with a background on the prevalence of mental illness, highlighting the importance of community engagement and social connections in mitigating these issues. The report employs a systems analysis to identify various factors contributing to mental health problems, including social isolation, academic pressure, and the impact of the internet. Strategic thinking is applied to develop campaigns and e-mental health strategies, with the objectives of encouraging story-sharing and promoting community support. Critical thinking evaluates existing approaches, emphasizing the need for grass-root level interventions and behavioral changes. The development, piloting, and implementation sections focus on the roles of health associations, educational institutions, and government in fostering mental health awareness. A guiding theory is presented, emphasizing the negative impact of social disconnection and labeling. The report also includes segmentation, targeting, and positioning strategies, alongside a social marketing intervention mix and an evaluation plan, to provide a comprehensive social marketing program for improving mental health and well-being among young Australians.

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Title:
Assignment Name:
Student Name:
Course Name and Number:
Professor:
Date:

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Contents
Mental Health and Well-being Among Young Australians....................................................................3
Background:..............................................................................................................................................3
Strategic Thinking:....................................................................................................................................6
Critical Thinking:......................................................................................................................................7
Development, Piloting, and Implementation:..........................................................................................8
Guiding theory:..........................................................................................................................................9
Segmentation, Targeting, Positioning:...................................................................................................13
Market Segmentation............................................................................................................................13
Profile of Target Market........................................................................................................................13
Targeting Strategy and Positioning statement.......................................................................................13
Social Marketing Intervention mix:.......................................................................................................14
Evaluation Plan:......................................................................................................................................15
References................................................................................................................................................17

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Mental Health and Well-being Among Young Australians
Background:
There are two terms in this era that is one is rare other is widespread, one is loved other is
hateful, the former is happiness later is depression. Due to their huge differences, they are
antagonists to each other. Furthermore, depression is just one form of mental health disorder. It
may take many forms such as schizophrenia, anxiety, bipolar disorder, personality disorder and
identity conflict and much more. One in five (20%) Australians aged 16–85 experience a mental
illness in any year according to Black dog research institute. So it's not something to avoid rather
it needs to be aired, it needs to be studied, and educated (Dewey, 2013).

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Source- www.washingtonpost.com
The purpose of this assignment is to focus our mind on one thing which can alleviate us
from the problem because doing that can give us many solutions.
System-Analysis:
There are many factors to blame for mental illness in people from different walks of life:
 Isolation from the community (Social disconnect)
 Loss of some close one
 Racism
 Identity Conflict
 Parents conflict
 Financial Issues
 Academic pressure

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 Unemployment
 Chronic disease
 Over-thinking
 Fear of judgments
 Repressed Sexuality
 Imposter syndrome
 Autism leading to Introversion
In most cases, drug addiction isn't the cause of mental illness rather it’s the symptom.
Because people with mental illness don't find any space to lighten their stress other than drugs.
So drugs are not the primary cause of mental illness, although it worsens the symptoms but not
the primary cause (Gwinner, Knox & Brough, 2013). The primary cause is always within the
mind and behavior. Unemployment is also an issue, but again job comes and goes, but if people
have a community to get the support from, they would never feel alone and most probably would
never be jobless.
According to my observation, one of the biggest causes of mental illness commenced when
people started to live their own life in isolation with no community engagement. The mind can’t
bear all pressure on its own it requires support from family, friends another circle around to
alleviate stress. Mostly introverts suffer from mental health issues because they aren't connected
with the society. Medical experts have noticed that introverts are at some point in their lives
more likely to experience anxiety. We frequently displayed introverted characteristics, as per the
74 percent of people with this mental illness. Evidence shows that this activity contributes to an
increased risk of suicide.

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The period of adjustment and transformation between children and adolescents may include:
starting school, shutting from primary to secondary education, shifts in peer groups, adolescence,
stresses to evaluate and improve in the community, e.g. new parents, separation, homelessness,
moving house, sexual development and maturing, including sexual orientation to Transition to
university or work (Haliburn, 2016). These changes can make a person stressful.
Thus, youth should internalize this and should share their stories and it is not possible
without engaging with communities. Having fun with friends, participating in recreational
activities, going outside in parks, etc. contribute to making social connections.
Strategic Thinking:
Individuals can start a campaign informing people about the importance of community
work, socialization, and connecting with one another. Although there are a lot of campaigns
going on throughout Australia, the reach of these campaigns is a matter that needs to be
strategized. Like strategies that will equip the campaigns to reach every child or youth with
mental illness significantly. Helping connect with the people with same illness just because they
are socially anxious and have lived half of their life in their room by themselves. Another thing is
they need to help people get jobs because unemployed people are greatly affected by mental
illness. Now, youth is self-obsessed and always thinks about what they should wear, how they
will look, at what level of success they should be in thinking so they get social anxiety. Social
anxiety is super increasing, especially in youth studying in universities because of exposure to a
diverse range of people. The solution is to have friends, share with them, play outside, participate
in physical activities (Dogra, 2014). Furthermore, national mental health strategies need to be
evaluated and strengthened.

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On another note, the youth seems to be very much connected to the internet so the
authorities can develop some e-mental health strategies to better connect with youth and
providing a better service in terms of fighting mental health illness and suicidal thoughts.
Objectives:
 Encourage people to share their stories which ultimately result in a different solution with
different suggestions from different walks of life.
 Introversion is not bad, but the way people are trapped in it is worsening the chances of
mental illness.
 Helping people find references to relate. Many people can suffer from the same illness
and they aren’t improving is because they are burning inside and not sharing with each
other. Finding someone with the same illness and talking with them can benefit much
more than medication. So community sessions are what we need here.
 Saving people from any extreme social isolation and bring balance in their life.
 Bring a smile on silent faces.
Critical Thinking:
This issue needs to be resolved from the grass-root level, but what is done is completely
opposite. Previously mentally ill were treated with pills, with just paying fees to the psychiatrist
at the expense of hearing his/her lecture for an hour when people don't feel well even to speak.
Having psychiatrist is good, but this is not a permanent solution. Taking medicines can alleviate
the symptoms at the expense of different drugs detrimental to our natural healthy body. It’s not
the problem in the bod, rather, it’s all happening in the mind. The butterfly in the mind can only

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be satisfied with behavioral changes. There is a need to bring change in our routines (Blythe &
White, 2012).
Furthermore, in Australia the authorities are fighting the issue differently with whatever
they can think of. Plans like fourth national mental health plans are in effect and evaluation of
suicide prevention activities and national mental health strategies are being done. Frameworks
are being formed for national perinatal depression initiative and reducing adverse mental health
service. Implementation guidelines are also being formed for these strategies and frameworks.
Some of the young people don't feel comfortable to be called psycho. And they burn
inside and don't talk with their psychiatrist. People suffering from Autism cannot be treated by
professional psychiatrists as much as by having a large connection of people and speaking with
them. So the only solution is to open up communication which is only possible by having
friendly relationships and having a get together with friends. Being connected socially is in high
need now, otherwise loneliness will encounter more other suicides. There is a need for
workshops making students aware of social support.
So what is needed is a more effective way to implement and better manpower needs to be
affected for a better succession of the applied strategies and frameworks.
Development, Piloting, and Implementation:
The way it might happen doesn’t need any special kind of treatment. It is about
questioning the health association role, educational institution’s role from elementary level to
universities and government. The steps are taken for mental illness among youth. How many
programs they have done to make people aware of it (Talbott, 2011). How much networking, get

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together events they encourage among the youth. Mental health disorder is mostly ignored by
young people. Which is the biggest mistake among parents? An environment must be created
where all people from different walks get together. This is the responsibility of health
associations, educational institutions, and government. They should engage more in volunteering
activities (Vladu, Novac, Preda & Bota, 2016). Helping others alleviate the mind. And one of the
important things is by connecting with the people with the same illness, people can find much
better approaches to deal with this.
There are many institutions that are working on it. But what's needed, is to do it at the
state level in universities is because many young students aren't ready to share what they are
suffering from. Sometime they might not even come to know about their illness and just ignore
visiting health centers. So this needs to be done at the institutional level. Many education
institutions have a psychiatrist who looks after the students, but they are not enforcing students to
share their concerns (Ray & Dollar, 2014). The government should play a role in facilitating the
students to get free entry into different counseling events, especially the aboriginal who are
degraded and are on the verge of losing their culture ultimate getting mental illness which is
leading them to suicide attempts
Guiding theory:
One theory can be, when individuals become isolated from society, they are diagnosed
abstractly by people as psycho. And this labeling has the real power of destroying normal
people's mental health. Before, the label of psycho attributed by society to the victim, things used
to be normal. But after this label person actually becomes the psycho having those echoes of
people saying crazy, psycho (Mullins-Sweatt & Widiger, 2010).

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What’s the relationship between labeling and social disconnection? Actually, things aren't
that much complex, it’s very simple:
Social disconnection Labeling Mental abnormality
Etiquette that result in negative results. This theory suggests that socialization encourages
persons to trust in how many people treat psychiatric patients. A confidence is fresh as patients
go to care. The more people talk about deterioration and racism, the more ambiguous the
communication with others. You may not discuss your concerns, you may try and educate others
of your condition, or you may retract from social connections you think you might refuse. Such
approaches may contribute to negative effects for networks, employment and self-esteem for
social support. They check this revised branding method to surveys of clinicians and
dysfunctional populations and they notice that "many individuals" oppose mental patients
(Stuart, 2016).
And this is evident from the American Socialization Association that labeling has a direct
effect on mental health. This notion is also supported by the theory of Attachment according to
which the stranger we feel more distress we are. And more familiar and friendly we are our
nerves feel calm (Krueger & Eaton, 2010).

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Secondary source: Department of local government, Sport and cultural government
https://www.dsr.wa.gov.au/support-and-advice/research-and-policies/organised-recreational-
activity-and-mental-health
With respect to the important social support partnership in the field of mental health, it is
advised that appropriate authorities provide workshops for school parents, pupils, teachers,
elderly and disadvantaged people, provide them with education brochures to remind them of the

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irreplaceable help, stress the continuity of family relationships and provide them wisely; Health
centers, by learning courses, can provide realistic techniques for social assistance to ensure good
health and reduce the occurrence of seismic issues and other behavioural disturbances or
cognitive inconsistencies (Moore & Moore, 2018). For specific or disadvantaged populations,
investigators suggested that more consideration be paid to the connection between social
assistance and mental health. In contrast, it is recommended to use high-reliability and validity
calculating tools with respect to affecting the statistical significance of the experiment by the
form of questionnaire.
A research by an Australian Criminology Institute showed an increase of ten percent in
community involvement in the overall reduction of the violent crime rate of 1.9 million.
Dismissing criminal behavior, when people feel secure in their local setting, may lead to
increased public engagement (Kastrup, 2016). In the Stronger Family and Public Policy, the
Australian Government promotes social engagement and social capital. The Australian Bureau of
Statistics has recorded a drop in social events with age, with 4% of 18–24year-olds showing no
social involvement or sporting activities for three months, relative with 21% in those over 75
hours.
The new study by the Institute of Psychiatry at Kings College London showed that
charitable work can help improve the rehabilitation and re-entry of people living with mental
disorders. (Hilty, 2016).

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Segmentation, Targeting, Positioning:
Market Segmentation
The market segmentation in the study is feasible for adults from 15–26 including males
and females, both. There were individuals studying in colleges, universities and graduated,
searching for jobs. Most introverts are targeted in this program. It is because they are always
isolated, not engaged even with their group and they need to be targeted in this program.
Profile of Target Market
This program will bring people closer together, especially those who are actually
suffering, bullied and are labeled as psycho, and the best thing is most of them would get normal
even before labeling (Kavish, 2017). It can be said that introverts are at higher risk of mental
illness so they need to be alarmed and treated at an early stage, not by medication rather by
engaging them in networking events, get together parties, outdoor activities, having formalized
sessions where people share their stories.
Targeting Strategy and Positioning statement
At first the focus needs to be on the key power groups like employers, landlords, health
care providers, criminal justice personals, media, and policymakers. If they are motivated for the
issue, then they can be the start of the wave that channels through these key power groups and on
to the actual affected people. Actually, the more and powerful people get connected to the
movement the better chance is there to connect with the mass and actually connect to the people
who are affected by mental health issues.

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Social Marketing Intervention mix:
Expressing ourselves is an art that is required in mentally ill people. Why its important is
because, they have tried many practices from meditation, meeting with personal doctors, getting
membership of some health center, wasting a lot bucks but these are not working as expected.
What we actually need is changing our behavioral pattern, who we are meeting with, how much
they are spending time by ourselves. They need to look at our daily routines, how many friends
we have, how much we go out with them, what is our sleeping pattern (Donovan, 2016).
This program is simple as well as applicable to people from all walks of life, from rich to
poor, Australian agriculturalists to students. What they need is just coming out of our own world
and take some time with people, listen them, share with them. It alleviates our stress, which
ultimately is good for mental health (Gunderson, 2010). Society wouldn’t have bullied you for
sleeping all day long in your rook and you will become normal. Everybody should get into it. It
required no money, no traveling, just socialization can bring a positive change. And people will
meet with the same illness and will share their issues with each other’s and will try each other
choices and the way they are struggling and treating. And most of the students are unaware and
isolated not knowing there are many more like them and when they come to know about others
suffering from same situation literally their illness intensity decreases. Because this is the
behavioral problem that can only be resolved by changing the way we behave not to buy
medicines (Clark & Ro, 2014).

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Evaluation Plan:
This program is simple and easily applicable. The social support such as deep friendly,
outgoing situations increases feelings of well-being and people’s intention to begin or continue
participating and become open to the world happiness (Chekroud, Loho & Krystal, 2017).
A few limitations might be forcing the administration to encourage more and more get
together events, sessions. And youth might not be ready to indulge in such events, but this might
happen by making a team at university level, state level to have an eye on introverts, confused
and bullied students and welcomes them these events with certain incentives and make these
events, sessions mandatory for them even they might involve these in academic course too. So
now we need to change the way we treat ourselves for this simple abnormality. They don't have
to worry. Accept them self and move on in their life under a beautiful umbrella of people
(Carpenter, 2015).

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Source: Dan Meyers @dmey503 Unsplash

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References
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physical health care in serious mental illness: An integrative review of 10 International
Journal Of Mental Health Nursing, 21(3), 193-201.
Carpenter, W. (2015). Diagnosing rather than labeling young people with mental disorders; a
Response to Mittal et al. Bioethics, 29(9), 683-683.
Chekroud, A., Loho, H., & Krystal, J. (2017). Mental illness and mental health. The Lancet
Psychiatry, 4(4), 276-277.
Clark, L., & Ro, E. (2014). Three-pronged assessment and diagnosis of personality disorder and
its consequences: Personality functioning, pathological traits, and psychosocial
disability. Personality Disorders: Theory, Research, And Treatment, 5(1), 55-69.
Dewey, C. (2013). A stunning map of depression rates around the world. Retrieved 4 October
2019, from https://www.washingtonpost.com/news/worldviews/wp/2013/11/07/a-stunning-
map-of-depression-rates-around-the-world/
Dogra, N. (2014). Childhood mental illness. Diversity & Equality In Health And Care, 11(1).
Donovan, D. (2016). Mood, emotions, and emojis: conversations about health with young
people. Mental Health Practice, 20(2), 23-26.

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Gunderson, J. (2010). Commentary on “Personality traits and the classification of mental
disorders: Toward a more complete integration in DSM-5 and an empirical model of
psychopathology”. Personality Disorders: Theory, Research, And Treatment, 1(2), 119-122.
Gwinner, K., Knox, M., & Brough, M. (2013). Making Sense of Mental Illness as a Full Human
Experience: Perspective of Illness and Recovery Held by People With a Mental Illness
Living in the Community. Social Work In Mental Health, 11(2), 99-117.
Haliburn, J. (2016). Childhood Trauma and Major Mental Illness – Integration of
Psychopharmacology with Psychological Treatments. Journal Of
Neuropsychopharmacology & Mental Health, 01(02).
Hilty, D. (2016). The impact of E-Mental Health on prevention and early detection of
illness. European Psychiatry, 33, S28.
Kastrup, M. (2016). Health coverage and mental illness: The ongoing issue of mental health gap
(mhGAP). Indian Journal Of Social Psychiatry, 32(3), 251.
Kavish, D. (2017). Labeling theory: empirical tests. Contemporary Justice Review, 20(3), 395-
397.
Krueger, R., & Eaton, N. (2010). Personality traits and the classification of mental disorders:
Toward a more complete integration in DSM–5 and an empirical model of
psychopathology. Personality Disorders: Theory, Research, And Treatment, 1(2), 97-118.
Moore, A., & Moore, A. (2018). Are Introverts Affected by Mental Illness More Often? | MHM.
Retrieved 4 October 2019, from https://mental-health-matters.com/are-introverts-affected-
by-mental-illness-more-often/

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Mullins-Sweatt, S., & Widiger, T. (2010). Personality-related problems in living: An empirical
approach. Personality Disorders: Theory, Research, And Treatment, 1(4), 230-238.
Ray, B., & Dollar, C. (2014). Exploring Stigmatization and Stigma Management in Mental
Health Court: Assessing Modified Labeling Theory in a New Context. Sociological
Forum, 29(3), 720-735.
Stuart, H. (2016). Reducing the stigma of mental illness. Global Mental Health, 3.
Talbott, J. (2011). Assessment of Physical Illness by Mental Health Clinicians During Intake
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Vladu, C., Novac, A., Preda, A., & Bota, R. (2016). No health without mental health. Mental
Illness, 8(2).

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