Shedding light on mental health narratives: An in-depth examination of video testimonials in Canadian campaigns


Sahar Fazeli, McGill University

Mental health deeply affects how we think, feel, and act every day. For people facing mental illness, life can be tough, making it hard to work, socialize, and find happiness. Sadly, many feel alone and ashamed, which stops them from getting the help they need. In response to this social challenge and stigma, mental health campaigns have evolved over time. Early initiatives like the "Defeat Depression" campaign and more recent endeavors such as Bell Lets Talk have been instrumental in raising awareness and challenging societal perceptions, attempting to dismantle the stigma surrounding mental health. In recent years, mental health video testimonials have emerged as a complementary tool, conveying personal narratives through short videos. Their blend of visual and verbal content, coupled with the widespread popularity and accessibility of videos in our era, makes them impactful resources for reaching greater and more diverse audiences. So, this study aims to gain a thorough understanding of how mental health campaigns in Canada have used video testimonials to portray mental illnesses by offering a unique perspective on this topic. This study employs a rigorous and comprehensive content analysis, examining both visual and verbal components of video testimonials created by Canadian social marketing and fundraising campaigns focusing on mental health. Following specific eligibility criteria (first-person video testimonials, 1-5 minutes in duration, produced in English or French), 117 video testimonials published between 2010 and 2023 were selected and retained for analysis. Utilizing a multi-level coding process known as the VVVA (Visual-Verbal Video Analysis) method, this research explores video characteristics, individual perspectives, emotions, and the conveyed messages in the most multimodal manner possible. The outcomes of this content analysis underscore the capacity of video testimonials to offer insights into individuals mental health journeys, illuminating various aspects of mental illness including challenges, needs, emotions, and messages. Despite the evolution of campaign themes over time, the fundamental objectives of these testimonials, raising awareness, fighting the stigma surrounding mental health, and enhancing access to care, as stated in their intended goals have remained consistent. Our findings also expose certain gaps within these video narratives. It was noted that a majority of participants did not disclose their demographics or positionality, aspects that could potentially enhance the impact of reducing stigma and promoting help-seeking attitudes. Additionally, a significant absence of ethnic, racial and sexual diversity representation within these testimonials raises pertinent questions regarding inclusivity and the comprehensive representation of diverse mental health experiences. This highlights the urgent necessity for candid discussions about mental health and underscores the importance of addressing disparities in representation. Drawing from our findings, the depiction of mental illness in these video testimonials appears to vary depending on the individuals perspective or the goals of the producers (i.e., campaign purposes). This prompts contemplation about alternative approaches for sharing such narratives in a more genuine and authentic manner. Digital storytelling, characterized by its non-professional nature and reduced influence of campaign agendas, emerges as a potential avenue for future research. Exploring the efficacy of different types of videos in combating stigma and disseminating knowledge about mental health could be invaluable. Overall, as we strive for a more inclusive and stigma-free world, it seems imperative for further research to integrate digital narratives as they shift the discourse to the visual realm, humanizing discussions and offering deeper understanding and insights into mental health topics.

Non-presenting authors: Judith Sabetti, Douglas Mental Health University Institute; Srividya Iyer, McGill University; Jai Shah, McGill University; Claudia Mitchell, McGill University; Manuela Ferrari, McGill University

This paper will be presented at the following session: