Optimizing reach for mental health services through campaigns in rural South Africa
1
Anova Health Institute, Johannesburg, South Africa
Popul. Med. 2026;8(Supplement Supplement 1):
ABSTRACT
INTRODUCTION:
In rural South Africa, mental health services remain underutilised despite growing need, due to limited awareness, persistent stigma, staff shortages, and weak linkages between communities and health facilities. Campaigns and health talks are often treated as peripheral “awareness activities” rather than prioritised as core service delivery strategies. Campaigns refer to structured, community-based engagement activities that intentionally link communities to screening, counselling, referral, and care pathways. To address this gap, and in support of the Department of Health (DoH), the Sishen Iron Ore Company–Community Development Trust (SIOC-CDT) funds Anova Health Institute to implement a Mental Health Integration Programme in the Northern Cape and Limpopo provinces.
METHODS:
Between 2023 and 2025, mental health campaigns and structured health talks were delivered through clinics, mobile outreach, workplaces, schools, local media, and community platforms, embedded within existing HIV, TB, and chronic care services. Implementation was strengthened through partnerships with social and behaviour change organisations. Routine programme data were analysed to identify associations between campaign activity and mental health screening volumes, counselling and treatment uptake, and referral completion. Qualitative reflections from providers and community members contextualised quantitative findings.
RESULTS:
Campaigns and health talks reached 39459 community members. Periods of intensified campaign activity aligned with increases in mental health screening and counselling uptake. A total of 9862 individuals were screened, of whom 2201 received counselling and were successfully linked to appropriate clinical and psychosocial care. Service-use patterns shifted, with men and youth demonstrating increased engagement. Qualitative narratives during campaigns reflected reduced stigma, improved mental health literacy, and help-seeking behaviour.
CONCLUSIONS:
Well-designed campaigns and health talks are powerful drivers of mental health access in rural settings. When locally grounded and clearly linked to service pathways, they transform awareness into service utilisation. Campaigns shape trust, perceptions, and help-seeking behaviours, influencing individuals’ engagement with clinical care.
In rural South Africa, mental health services remain underutilised despite growing need, due to limited awareness, persistent stigma, staff shortages, and weak linkages between communities and health facilities. Campaigns and health talks are often treated as peripheral “awareness activities” rather than prioritised as core service delivery strategies. Campaigns refer to structured, community-based engagement activities that intentionally link communities to screening, counselling, referral, and care pathways. To address this gap, and in support of the Department of Health (DoH), the Sishen Iron Ore Company–Community Development Trust (SIOC-CDT) funds Anova Health Institute to implement a Mental Health Integration Programme in the Northern Cape and Limpopo provinces.
METHODS:
Between 2023 and 2025, mental health campaigns and structured health talks were delivered through clinics, mobile outreach, workplaces, schools, local media, and community platforms, embedded within existing HIV, TB, and chronic care services. Implementation was strengthened through partnerships with social and behaviour change organisations. Routine programme data were analysed to identify associations between campaign activity and mental health screening volumes, counselling and treatment uptake, and referral completion. Qualitative reflections from providers and community members contextualised quantitative findings.
RESULTS:
Campaigns and health talks reached 39459 community members. Periods of intensified campaign activity aligned with increases in mental health screening and counselling uptake. A total of 9862 individuals were screened, of whom 2201 received counselling and were successfully linked to appropriate clinical and psychosocial care. Service-use patterns shifted, with men and youth demonstrating increased engagement. Qualitative narratives during campaigns reflected reduced stigma, improved mental health literacy, and help-seeking behaviour.
CONCLUSIONS:
Well-designed campaigns and health talks are powerful drivers of mental health access in rural settings. When locally grounded and clearly linked to service pathways, they transform awareness into service utilisation. Campaigns shape trust, perceptions, and help-seeking behaviours, influencing individuals’ engagement with clinical care.
| eISSN: | 2654-1459 |
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