The Role of Communication Campaigns in Promoting Mental Health in Uganda

Abstract

The purpose of the study was to investigate the impact of Strong Minds' "Break the Chains" campaign on enhancing mental health awareness and mitigating stigma among women in Uganda. The specific aims included assessing the extent of exposure to campaign messages, evaluating their effect on participants' understanding of mental health, and examining shifts in attitudes toward stigma. Guided by the Health Belief Model, the research utilized a descriptive and qualitative methodology. Data were collected through comprehensive key informant interviews and structured focus group discussions, with participants selected via non-probability sampling techniques. The findings revealed that the campaign successfully engaged women through various channels, including community outreach efforts, radio broadcasts, television programming, and informative promotional materials, thereby increasing the visibility of mental health issues. The active participation of community leaders and local influencers was crucial in empowering women to address mental health challenges and reduce the associated stigma. In conclusion, the study recommends that health communication initiatives adopt a holistic perspective, viewing health as an interconnected system. By promoting collaboration among diverse stakeholders, the effectiveness of such campaigns can be significantly enhanced, leading to more profound impacts within the targeted communities.