Social marketing as a means of promoting mental health among young people

This article explores the application of social marketing to improve youth mental health in Romania. The study surveyed 60 young people aged 18-26, of whom 64% were female and over half resided in urban areas. The questions focused on young people's perceptions of mental health, their awareness and behaviours related to it and the effectiveness of social marketing tools. Mental health was rated as "very important" by 86% of respondents, and 69% considered themselves well-informed on the topic. However, only almost half of the responders had accessed psychological counselling services. Reported barriers to seeking help included fear of judgment, lack of trust in psychologists, insufficient information, and perceived high costs, even when services were free. National and international data reveal high prevalence of sadness, suicidal ideation, and undiagnosed conditions among young people. Romanian youth face rising rates of depression, anxiety, and behavioural disorders, driven by educational instability, economic insecurity and social pressures. Key risk factors include parental depression, low self-esteem, and poor social support, while protective factors involve stable relationships and emotional regulation skills. Overall, results reveal a positive attitude toward mental health however, there is still a high discrepancy between intention and behavior, highlighting the potential of targeted social marketing to reduce stigma and encourage help-seeking. Findings suggest social marketing is a strategic and adaptable tool for addressing Romania's youth mental health crisis. Finally, the present research contributes to identify the ways in which social marketing through its specific tools, can help increase awareness regarding the importance of mental health.


Keywords: social marketing, young people, mental health, social communication