Evaluation of a well-being campaign following a natural disaster in Christchurch, New Zealand

Mental health promotion practice in Aotearoa New Zealand: findings from a qualitative study

Mental health promotion (MHP) is integral to improving the overall health and well being of individuals, communities, and populations. However, knowledge and reporting about MHP which occurs throughout Aotearoa New Zealand (NZ) is limited. This article reports findings from a qualitative study that sought to understand NZ health promotion practitioners' (HPPs) MHP practice. Semi-structured interviews were undertaken with 15 HPPs employed at various health promotion organizations. Thematic analysis of interview transcripts identified three key themes. Two themes (planning and evaluation) related to practice directly and included various subthemes: needs assessment; principles/approaches/frameworks; operationalizing equity and te Tiriti o Waitangi; collaborative approaches; planning for evaluation; process evaluation domination; and evaluation challenges. The third theme related to the context of practice and encompassed various system influences restricting HPPs from practising as they wished. These were represented in four subthemes: contractual agreements; field fragmentation; in the shadows of mental ill-health and workforce capacity. Study findings highlight several opportunities to improve MHP practice in NZ. Most pertinently, the need for system-level action to address the factors restricting HPPs' practice.

Evaluation of the All Right? Campaign for tangata whaiora/mental health service users in Canterbury, New Zealand

All Right? is a wellbeing campaign developed in response to the devastating Canterbury earthquakes of 2010 and 2011. Vulnerable groups post-disaster include people with a prior history of or unresolved mental illness. This research focussed on the reach and impact of All Right? specifically for tangata whaiora/mental health service users. Evaluation objectives were primarily focussed on assessing the extent which mental health service users engaged with All Right? and to determine the impact of this interaction. Both qualitative and quantitative methods were used to gather data. Findings indicated that mental health service users responded to All Right? to a greater extent than the general target population, e.g. about one-third (37%) of respondents to a population based Christchurch survey agreed that they had done activities as a result of what they had seen or heard of the All Right? campaign compared with approximately two-thirds (68%) of respondents to the mental health service users' survey. One of the key factors facilitating mental health service users' engagement with All Right? appears to be that the campaign was directed at whole-of-population level, therefore engagement was not defined by being a mental health service user. Engagement was also likely to be facilitated by the campaigns perceived impact of reducing mental illness-related stigma. This research concluded that population-wide wellbeing campaigns in the post-disaster context, when done well, can positively impact the wellbeing of the overall population, including mental health service users.

Evaluation of the All Right? Campaign’s Facebook intervention post-disaster in Canterbury, New Zealand

The All Right? campaign was developed as a mental health promotion campaign following the 2010–2011 Canterbury earthquakes. One aspect of the overall campaign was the utilisation of social media as a means of promoting wellbeing messages. This research evaluates the use of the All Right? Facebook page as a means of promoting wellbeing after a major natural disaster. Quantitative and qualitative methods were used to gather data about the social media component of the All Right? campaign. Findings indicate that the All Right? Facebook page has become a valued source of consistent wellbeing tips and advice -‘the place that I go’. Wellbeing reminders posted on the page were especially valued following earthquake aftershocks. High proportions of respondents to a survey (n = 212) linked from the All Right? Facebook page agreed that the page was helpful (98%), gave people ideas of things that they can do to help themselves (96%), and made people think about their wellbeing (93%). Over four fifths (85%) of respondents had done activities as a result of what they saw on the All Right? Facebook page. Success factors for the Facebook page often mirrored those for the campaign itself, including: local research to inform the use of appropriate language for translating evidence-based wellbeing messages into a local setting; not being marketed as a government message; and effectively combining public health and communications expertise. Success factors specific to the Facebook page included: regular posts with a focus on issues that affect everyone in Canterbury post-disaster; timely posts, especially immediately following aftershocks; a consistent tone for the All Right? Facebook page; and balancing wellbeing facts and tips with other content that was relevant to the Canterbury population. The overall success of the All Right? Facebook page was reliant on being part of a trusted population-wide mental health promotion campaign.