Leveraging Social Media Campaigns for Youth Mental Health Promotion : A Cross-Sectional Study of Awareness, Stigma Reduction, and Behavioral Impact
1
public health, dubai health authority, dubai, United Arab Emirates
Popul. Med. 2026;8(Supplement Supplement 1):
ABSTRACT
BACKGROUND:
Mental health promotion is a growing public health priority globally and within the United Arab Emirates (UAE), particularly among young adults who experience increasing psychosocial pressures and persistent stigma. Given the high social media engagement of youth in the UAE, digital awareness campaigns represent a scalable strategy for improving mental health literacy and encouraging supportive community dialogue. This study assessed young adults’ perceptions of the effectiveness of UAE-based social media mental health awareness campaigns.
METHODS:
A cross-sectional online survey was conducted among young adults aged 18–35 years residing in the UAE. Participants were recruited through social media platforms using convenience sampling. The questionnaire measured campaign exposure, perceived influence on knowledge and stigma-related attitudes, and self-reported behavioral outcomes. A total of 436 valid responses were included in the analysis.
RESULTS:
Approximately 60% of respondents recalled encountering mental health awareness campaigns on social media. Most participants reported positive perceived impacts, with over half indicating improved understanding of mental health issues and greater openness to discussing mental well-being. Campaign exposure was also linked to behavioral engagement: 45% of respondents sought additional information and 39% reported initiating conversations about mental health. However, 18% reported no noticeable influence. Respondents highlighted the importance of culturally sensitive messaging, increased campaign visibility, and involvement of credible influencers and lived-experience storytelling to strengthen impact.
CONCLUSIONS:
UAE-based social media campaigns are contributing to improved mental health awareness, stigma reduction, and youth engagement, supporting the role of digital platforms in contemporary public health promotion. Strengthening reach, cultural relevance, and interactive communication may enhance long-term impact and align with global priorities for equitable digital mental health promotion.
Mental health promotion is a growing public health priority globally and within the United Arab Emirates (UAE), particularly among young adults who experience increasing psychosocial pressures and persistent stigma. Given the high social media engagement of youth in the UAE, digital awareness campaigns represent a scalable strategy for improving mental health literacy and encouraging supportive community dialogue. This study assessed young adults’ perceptions of the effectiveness of UAE-based social media mental health awareness campaigns.
METHODS:
A cross-sectional online survey was conducted among young adults aged 18–35 years residing in the UAE. Participants were recruited through social media platforms using convenience sampling. The questionnaire measured campaign exposure, perceived influence on knowledge and stigma-related attitudes, and self-reported behavioral outcomes. A total of 436 valid responses were included in the analysis.
RESULTS:
Approximately 60% of respondents recalled encountering mental health awareness campaigns on social media. Most participants reported positive perceived impacts, with over half indicating improved understanding of mental health issues and greater openness to discussing mental well-being. Campaign exposure was also linked to behavioral engagement: 45% of respondents sought additional information and 39% reported initiating conversations about mental health. However, 18% reported no noticeable influence. Respondents highlighted the importance of culturally sensitive messaging, increased campaign visibility, and involvement of credible influencers and lived-experience storytelling to strengthen impact.
CONCLUSIONS:
UAE-based social media campaigns are contributing to improved mental health awareness, stigma reduction, and youth engagement, supporting the role of digital platforms in contemporary public health promotion. Strengthening reach, cultural relevance, and interactive communication may enhance long-term impact and align with global priorities for equitable digital mental health promotion.
| eISSN: | 2654-1459 |
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