European Social Marketing Conference 2024
November 4–6, 2024
Grand Hotel Union, Ljubljana, Slovenia
Assessing the power of storytelling in mental health social marketing campaigns: The Learning to Care Project
White Hall 3
Proposed Conference Track
1. Health and wellbeing
Session Theme
Technology and social marketing
Programme Listing
This quantitative study is the first to examine digital stories and video testimonies featuring mental illness and recovery in their ability to elicit empathy and compassion among viewers while reducing stigma. The study produces important knowledge on effective ways of promoting mental health awareness and decreasing stigma in the public, with practical application for future social marketing and fundraising campaigns.
Primary Contact
Hope Burko, McGill University
Job Title
Research student
Presenters
Hope Burko, McGill University
Job Title
Research student
Stephanie Barcan, McGill Univerity and Douglas Research Institute
Job Title
Research assistant
Megan Davies, McGill University, Montreal, Canada and Douglas Research Institute
Job Title
Research student
Manuela Ferrari, McGill Univerity
Job Title
Principal Investigator
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