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What’s up with everyone?’: The effectiveness of a digital media mental health literacy campaign for young people

Curran, Thomas; Ito-Jaeger, Sachiyo; Perez Vallejos, Elvira; Crawford, Paul


Thomas Curran

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Professor of Health Humanities


Background: In 2021, the Arts and Humanities Research Council commissioned a mass-media mental health campaign called “What’s up With Everyone?” Here, innovative co-created messages were professionally storied and animated by an internationally recognized production company and focused on improving mental health literacy in five core areas: competition, social media, perfectionism, loneliness and isolation, and independence. Aims: This study examines the impact of the “What’s up With Everyone?” campaign on young people’s mental health awareness. Methods: Seventy-one (19 males, 51 females, M age = 19.20 years, SD = 1.66, range = 17–22) young people completed a one-sample, pre-post experiment to measure changes in knowledge, attitudes, confidence, and stigma of mental health struggles, as well as help-seeking for mental ill-health before and following exposure to animations. Results: Paired and one-sample t-tests revealed that knowledge, attitudes, confidence, and willingness to seek support improved at post-test. There were also significant reductions in the stigma towards depression following the animations. Conclusions: Continued long-term investment in campaigns such as “What’s up With Everyone?” seems warranted given the impact on mental health awareness, help-seeking, and stigma.

Journal Article Type Article
Acceptance Date Jan 11, 2023
Online Publication Date Mar 6, 2023
Publication Date 2023-06
Deposit Date Jan 24, 2023
Publicly Available Date Mar 7, 2024
Journal Journal of Mental Health
Print ISSN 0963-8237
Electronic ISSN 1360-0567
Publisher Informa UK Limited
Peer Reviewed Peer Reviewed
Volume 32
Issue 3
Pages 612-618
Keywords Help seeking; digital media; mental health; youth
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What s up with everyone The effectiveness of a digital media mental health literacy campaign for young people (1.3 Mb)


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Copyright Statement
© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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