Table of ContentsSocial MarketingMass MediaTwo-Way CommunicationHealth Belief Model of Behavior ChangeTranstheoretical Model of Behavior ChangeThe Transtheoretical Model was developed in 1982 by Prochaska and DiClemente in the goal of quitting smoking.Socioeconomic factorsHealth promotion promotes health in the hope that people will listen and improve their health. This is important because people who listen to advertisements for example are impacted by the advertisement and it will affect them and therefore their behavior is likely to change due to the advertisement. In this report, I will review a campaign that I will use to explain behavior change patterns. I will also assess how socio-economic factors may affect the ability of health education campaigns to change health behaviors. The campaign I'm going to review is the Campaign Against Living Miserably (CALM), which is a mental health campaign aimed at men. This campaign aims to encourage men to communicate about their feelings, because the stereotype is that women communicate their feelings more than men. Men are usually told to be “manly,” but women are given sympathy when they feel down. But in reality, according to CALM, “male suicide is the biggest killer in the UK”. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essaySocial MarketingSocial marketing uses techniques that are used to sell items, except that in social marketing, campaigns attempt to sell people on a better lifestyle. For example, in CALM they try to encourage men to express how they feel in order to prevent male suicide. Clear objectives are defined when planning using social marketing. CALM's clear goals are to reduce the number of male suicides and to do this they try to make them feel comfortable speaking out. CALM used social media to promote its campaign. There is a YouTube video on their YouTube channel that is effective in getting men talking about their issues. They use language that men typically use, instead of saying "feeling down" or "feeling down", CALM says "feeling shit". It's informal, which will make men feel comfortable talking to the charity, and it will also make them feel like they're not "stupid" or "weak" because it's informal. There is a stigma around men expressing what they feel. Men watching the video may believe this stigma and therefore the language used in the video is important to make them feel like their feelings matter and that they are not "weak", while also feeling empowered. feel comfortable talking about it. CALM used social media because it is frequently used in today's time, men can watch gaming videos on YouTube and they can see CALM video as an advertisement on a video or it can be recommended after watching a video typically “masculine”. The target audience is predominantly male because the issue concerns men, but there are other powerful influences in men's lives. Women also use YouTube, they could have an influence on a man's life and therefore could see this video and let men know about it if they recognize the problem and want the man in their life to recognize it too. The women in a man's life can be their mother, theirsisters, their girlfriends or their friends, who will be important people for the man and therefore he will take their opinion into account. This will influence change. The video is also interactive, it has sound but the words that are spoken are on the screen. This causes men to focus on the message of the video because they hear and read it. CALM uses statistics in its video to emphasize its perspective on men in difficulty. The idea of ​​the campaign is that if more men communicate about their problems, the less likely they will commit suicide. The exchange in the campaign is that the man talks about his feelings to CALM, and therefore fewer men will commit suicide. The statistics in the video are worrying for a man to read, such as "of the 6,109 people who took their own lives in the UK, 4,623 were men." A man may read this statistic and think he wants to make a change. They can start to think about their friends and family members who are suffering from mental illness and encourage them to speak out. They can think about themselves and realize that they should talk about their issues in order to break the stigma surrounding men and mental health. These statistics sell men on the idea of ​​a better lifestyle, that is, a life where they can talk about their mental health issues. The charity encourages men to talk about their mental health using helplines, online chat and to subscribe to the magazine. being part of the charity and breaking the stigma around mental health. CALM offers its helpline and online chat every day from 5 p.m. to midnight so men can segment this change in their lives at that time. It would be simple for man to dedicate ten minutes of his day to talk with CALM, which would improve his mental health.Mass MediaMass media includes advertising on television, radio, billboards, in newspapers and leaflets. It is effective depending on where it is placed, for example if a radio advertisement came on the radio in the morning about a mother relaxing it would be effective because most mothers would take their children to school and it So it would be helpful to get the message across. Posters are another example of mass media. They are mainly present in schools, colleges, general practitioners' offices and hospitals. These posters should be changed often to ensure that the public reads and notices them. If posters have been hanging on a wall for a long time, a person may know they are there but will not know what they include because they are not paying attention. Having posters there for a short time means people will notice when they are changed and therefore will be more effective. The message of the posters is more likely to reach the public if they hang on the wall for a short time, as they will not go unnoticed as they would if they were there for a long time. Bright colors will also attract people's attention. A person is more likely to look at a brightly colored pamphlet when waiting for a doctor's appointment than a black and white pamphlet, simply because the black and white pamphlet looks dull. On the CALM site, they use bright colors to highlight details that will draw the reader's attention to them, like phone numbers to call for help. Photographs are useful in campaigns. They are used in most campaigns to show the problems that can arise from inaction. Photographs such as body parts thatappear unpleasant are used on cigarette packets to encourage people to quit smoking. The CALM site contains brightly colored photographs to attract the reader's attention. Photographs surrounding the charity CALM's concern may be a trigger for people seeking help. For example, if a person went to the website to talk to someone and saw a photo of a man committing suicide or considering suicide, this may prompt the person to need help and contribute to his bad mood. These photographs do not appear on the CALM site for this reason, they would not be suitable for the purpose of the association. However, they use bright colors to grab their audience's attention and raise awareness about the suicide rate through text rather than photographs. The text is still effective because suicide is a very sensitive subject, the fact that male suicide is the biggest killer in the UK is quite effective, an image can make the problem worse for someone viewing the website. There is a deeper motivation for most men who contact CALM. These men may have issues they are facing that have caused them to contact the charity. These men may feel like they want to die, but no one wants to fight. Their motivation is that they can feel reassured knowing that CALM is confidential and helpful support. Knowing that this is a confidential service means that these men will feel comfortable speaking to people at CALM as they will not be judged on how they feel by others, and will be able to speak to someone who will understand how they feel and will do it. Support them. Their recent campaign used Love Island's Chris Hughes, called '#Dontbottleitup'. This campaign aimed to encourage men to talk about their problems, especially to CALM, as it is confidential and no one has to know that they are talking about their problems, but it helps men to talk about what is bothering them. CALM used Chris Hughes because he is a young and attractive man, which makes him someone people aspire to be. He also suffers from anxiety, so he can speak from his direct experience to help others speak about theirs. It is effective to use famous people in the media because they are people an audience aspires to be because of their status or appearance. Two-way communication Two-way communication is person-centered and allows them to feel empowered. CALM offers an online chat in which man and CALM people exchange messages focused on man's mental health. This will make the male feel cared for, which will make him feel worthy. They will feel empowered because the CALM person will ask questions and offer advice. However, they may not want to be honest about their feelings due to the stereotype that men are "gay" or "stupid" if they talk about their feelings. The goal of CALM is to break this stereotype and put the person at ease. So it may take a while for the man to talk to the CALM person about his feelings because he doesn't want to be seen as the stereotype. A relationship can be built when using two-way communication because trust can be built every time two people speak to each other. But with CALM, different people might show up to answer the phone or be available on online chat, which might not be effective for the man because they don't build a relationship. The man might ask if he could speak to the person he spoke to inlast place or ask him when he works so you know when to call or when to use online chat so that a relationship is established between the two people. A relationship is important in two-way communication because the man seeking help will open up to someone he knows he can trust rather than someone he has never trusted. spoken before. However, building a relationship takes time and some people may want a quick solution to their problem, but this is not always the case, especially in cases of psychological disorders. Some men may find it refreshing that the people they talk to at CALM are different people each time, because if the man is suffering from depression for example and doesn't find it pleasant to leave the house, he will enjoy talking to different people because he will. I won't interact with many people anyway. The way CALM provides support is through two-way communication. This is effective because the man seeking help will feel like his problems will be handled by one person, which is reassuring if he is embarrassed, which is most likely the case. They use helplines to call people who are suffering. They have a national helpline and a London helpline. They have their online chat and also have a search tool for organizations that may be able to help with certain questions in certain areas, as well as on a national level. Their support is effective and occurs through two-way communication. They will offer advice and ask the man questions about his feelings and thoughts. Belief Model of Health Behavior Change The health belief model was developed in the 1950s in America by social psychologists who wanted to know why people were not vaccinated when they were. proposed. A person's behavior is influenced by their susceptibility. If a man watches the CALM campaign video, he may realize that he is likely to be affected due to the statistics used, such as "most suicides in the UK are men". This will make the man vulnerable to the problem if he feels depressed or contemplates suicide. He is likely to be affected by the problem and is therefore likely to make a change, that is, to communicate with CALM about his disorder. Another factor in the health belief model is the severity of the illness. Suicide is very serious and therefore a man's behavior will be influenced by this fact. They will want to change their behavior and contact CALM to prevent suicide because it is a very serious problem. Benefits of action are the next factor in the health belief model. The benefits of communicating with CALM are that male suicide is expected to decrease, thereby solving such a serious cause of death. There would be a huge benefit if more men spoke to CALM, as the stigma surrounding men and mental health would be broken and there would be fewer suicides. Barriers to action are that men may feel embarrassed about their mental health due to the stigma surrounding it and, as a result, they may not want to talk about their disorder to CALM, making the situation worse. The male must be ready for action. They may feel ready after watching the campaign video or, after thinking about it for a while, they realize they want to make a change. When they are ready to change their behavior, they can contact CALM via their helplines or chatWeb. Their behavior will change once they are ready and the stigma around men and mental health will be broken, thereby reducing the number of male suicides. Transtheoretical Model of Behavior ChangeThe transtheoretical model was developed in 1982 by Prochaska and DiClemente for the purpose of smoking cessation. The first stage of the model is precontemplation. This is the stage where the person does not envisage any change. This can happen when a man has a mental health disorder but doesn't think it's a problem and isn't considering change. CALM then brings the male into contemplation through its advertising because the male will then recognize his problem. For example, if the man sees a CALM ad on social media and she asks him questions like “do you ever feel depressed?” » Or “have you ever considered suicide?” The man is then likely to recognize the problem and consider a change. The male then prepares for the change after thinking about the idea. The next step after preparation is action, where change is initiated. CALM puts the buck into action by offering support via online chat and helplines available on its website. The man had to continue talking to people at CALM for almost a year until his disorder persisted. Maintenance means that the man actively makes the change in order to overcome his disorder. After the interview, the male either relapses and is prone to suicide or self-harm, or he completely changes his behavior and his disorder will no longer be predominant. If the man relapses, he will have to start the whole cycle again until he maintains his disorder, otherwise he may never maintain it and will continue to go through the cycle. After a relapse, the man will again enter the pre-contemplation stage and begin the cycle again. Socio-economic factors Education is a socio-economic factor that can affect an individual's ability to change their behavior. If a person is not educated, they may not know how to ask for help. For example, if a man is illiterate, he will not be able to use the online chat offered by CALM. They would not be able to use web chat because they would not be able to explain to CALM their problem or read the tips suggested by CALM to guide them in recovering from their disorder. Online chat is an effective resource for people who are suffering, but it becomes ineffective when people cannot read or write. The man may be embarrassed because he cannot read or write, which is the case for most individuals in society. In the UK, 15% of adults are illiterate, which could be a problem for people working in organizations such as CALM, as it could make it difficult for them to understand illiterate people. However, CALM has helplines that men can use so that they do not have to struggle when communicating via online chat. Helplines are available for people who do not use the Internet or are uneducated and illiterate. CALM may have difficulty understanding the male's dialect if he is not educated. It is likely that an uneducated person will not speak in a sophisticated manner and may have a dialect that they have learned from members of their community. CALM may have difficulty understanding this dialect and therefore there could be a breakdown in communication. If men could read and write, they would feel comfortable communicating with others. Illiterate people will have difficulty communicating because they cannot reiterate their points in a conversation. A person with a high level of education.