ORCID Identifier(s)


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Honors Thesis


With the growing levels of awareness and discussion of mental health on social media, online social platforms provide a unique and powerful opportunity to reach people. Are social media campaigns effective avenues and tools for circulating educational mental health content and advertising mental health resources? This project uses content analysis to determine the efficacy of a social media campaign regarding mental health. The campaign was designed based off research on the target audience and other previously successful social media campaigns and run for the therapy platform Atlas Health Group Inc. This study found that women ages 21-32 are mostly likely to use YouTube and Facebook, with Snapchat, TikTok, and Instagram being close seconds. Positive messages engage more effectively for longer, while the strength and credibility of an argument with the proximity of connection online heavily affects message reception. Overall, consistent posting is effective, the quality of posts is more important.

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