Application of the Transtheoretical Model and Social Marketing to Antidepression Campaign Websites

Abstract

Antidepression social marketing (SM) campaigns are often accompanied by comprehensive websites to engage and help people with mental health problems; however, the use of theory is not always apparent. The transtheoretical model (TTM) involves five stages of change through which a person transitions to a healthier life. This paper combines TTM and the fundamental principles of SM, such as consumer orientation, targeting, and value creation and exchange through 4Ps (product, place, promotion, and price), and applies them to mental e-health. We create a set of detailed criteria to guide the development of antidepression websites. These criteria are further used to analyze the online content of five antidepression campaigns and to demonstrate the relevance of TTM and SM to online delivery of the information and self-help interventions in the context of depression.

Keywords

TTM stages of change social marketing antidepression campaign websites

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