Man Therapy Interim Evaluation Results to 30 September Interim results of the independent evaluation by Ipsos Social Research Institute

Transcription

1 Man Therapy Interim Evaluation Results to 30 September 2013 Interim results of the independent evaluation by Ipsos Social Research Institute

2 Campaign analysis Website hits There had been over 310,000 visits to the Man Therapy website by 250,000 unique visitors, as of 3 October. Over 40% of visits were via a mobile device and the average time spent on the website was over four minutes, which is above the normal benchmark for site visitations. Social media Dr Brian Ironwood now has over 8,000 followers on Twitter with over 3,000 was one of the one of the top 10 things being discussed on Twitter in Australia several times during June The Man Therapy campaign has supported the strong growth trajectory on beyondblue s Facebook page; to date we have received over 154,422 likes.

3 Campaign awareness Behaviour One-third (34%) of study participants have seen at least one of the Man Therapy ads, with recall of television and radio ads (27% and 13% respectively) substantially higher than the print and online ads (7% and 6% respectively). Just over one in 10 (13%) had heard of the Man Therapy website. Men who remember the campaign also remember that Man Therapy: is about depression and anxiety has ads that deliver a list of possible symptoms reminds men that it is okay to take action and they should not feel ashamed.

4 Differences in attitudes and actions The evaluation is ultimately looking to measure changes in the understanding, attitudes and actions of men with respect to depression and anxiety. It has been noted at this early stage that there have been some differences in attitudes and behaviour between those who have seen the campaign and those who have not: Attitudes The campaign has possibly increased the perception that stigmatising attitudes exist among Australians because those recalling the campaign are more likely to think that other Australians think men who experience anxiety (53% vs 42%) and depression (48% vs 39%) are weaker than other men. The campaign has, for some, implied that there is community stigma associated with depression and anxiety because in highlighting that men should not be ashamed, those recalling the campaign are more likely to agree that stigma exists for depression (53% vs 42%) and anxiety (48% vs 39%).

5 Differences in attitudes and actions Attitudes The campaign may be having a positive effect on attitudes towards depression and anxiety as those recalling the campaign are more likely to agree that men who experience anxiety should not be ashamed (84% vs 77%). The campaign could be helping those men experiencing depression and/or anxiety to recognise their feelings of shame, as those men with depression/anxiety who recall the campaign are more likely to agree they felt ashamed (27% vs 18%).

6 Differences in attitudes and actions Actions and action pathways The campaign appears to be affecting attitudes and actions positively, as men recalling the campaign are more likely to be comfortable talking to a mate (81% vs 73%). Those who recall the campaign also perceive, as potentially useful, online discussion forums (58% vs 48%) and online self-help programs (58% vs 51%). The campaign could be encouraging people to take positive action, as those recalling the campaign are more likely to have, when required: sought professional help (77% vs 67%) have had a conversation with family or friends (63% vs 53%) have implemented a lifestyle change (77% vs 16%) considered support/self-help (19% vs 9%)

7 About Man Therapy beyondblue s Man Therapy campaign was developed to improve men s wellbeing and reduce the higher rate of suicide among men in Australia compared to women. The campaign is centred on the mantherapy.org.au website, which guides visitors though a range of activities to assess their wellbeing, offers answers to frequently asked questions about mental health and provides action-orientated advice on how to deal with anxiety and depression. Hosted by a fictional character, Dr Brian Ironwood, a straighttalking, irreverent man s man, the campaign is the first of its kind in Australia, combining cheeky humour with serious health messages. Research shows men prefer this approach. The target audience is the 5.5 million men aged 18 to 54 in Australia, in particular: young men aged 18 to 24 years, fathers who are aged 25 to 54, men living and working in urban growth areas, men living and working in regional and remote areas, men who are unemployed and men using alcohol and drugs as coping mechanisms. On 5 June 2013, Man Therapy was launched at Parliament House in Canberra. The campaign launch included the roll out of television, radio, print, online digital and advertising in public restrooms. Evaluation design Ipsos Social Research Institute has used a stratified sampling approach, using demographic information supplied by panellists and quotas. This is being used to ensure the samples are representative of the Australian male population in terms of age (18-25 years, years, years, 60+ years), location (state/territory and capital city/other) and employment status (unemployed/other). The target sample size for the pre-campaign benchmark was 1,000 completed surveys. For the tracking phase, the weekly sample size target is 50 completed surveys. The evaluation of the campaign is based on both a comparison between the benchmark results and the tracking results (from the first seven fortnightly tracking surveys) and between those who have seen the campaign and those who have not seen the campaign, through to 30 September 2013.