Using digital storytelling to reduce the stigma surrounding mental illness: Real, bold and defined social marketing strategies

Michael Nycyk and Craig Mack

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 2, 121-127

Abstract: Digital storytelling, where a person appears in a video on a social media platform, has for some time been used to encourage audiences to reconsider their attitudes towards mental illness. Marketing the experiences of vulnerable people, however, is a risky undertaking that must be addressed carefully. This paper presents three strategies to consider when designing such campaigns: real, bold and defined. The paper provides an in-depth examination of the three strategies, using examples to illustrate how they can be incorporated into a marketing plan. It concludes with a review of the key issues to consider in order to protect those willing to tell their stories, and discusses the potential implications for mental health organisations and social marketing professionals.

Keywords: attitudinal change; digital storytelling; influencing; mental illness stigma; social marketing strategies; social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:2:p:121-127

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