Developing a Theoretical Framework for Strategic Visual Content in Mental Health Campaigns

Developing a Theoretical Framework for Strategic Visual Content in Mental Health Campaigns

Suzani Azmin, Neesa Ameera Mohamed Salim 

Department of Graphic Design & Digital Media, College of Creative Arts Universiti Teknologi MARA Malaysia.

DOI: https://dx.doi.org/10.47772/IJRISS.2024.8090308

Received: 27 September 2024; Accepted: 03 October 2024; Published: 25 October 2024

ABSTRACT

This conceptual paper explores the impact of strategic visual content in mental health awareness campaigns. Utilizing a theoretical framework based on the Elaboration Likelihood Model (ELM), Visual Rhetoric Theory, and Visual Communication Theory, this study synthesizes existing literature to propose guidelines for effective visual content. The findings suggest that engaging visuals can enhance emotional involvement, reduce stigma, and promote mental wellness. Future research should empirically validate this framework to optimize visual communication in mental health advocacy.

Keywords: Strategic Visual Content, Mental Health Campaigns, Elaboration Likelihood Model (ELM), Visual Rhetoric Theory.

INTRODUCTION

The substantial impact that mental health disorders have on individuals as well as society at all levels has led to a rising global recognition of mental health awareness. One in four people may have a mental health problem at some point in their lives, according to a World Health Organization research from 2022. This highlights the critical need for efficient public health interventions and support systems. The intentional use of visual content has evolved as a powerful approach for engaging the public and delivering important information, especially as mental health awareness campaigns become increasingly vital to public health initiatives.

When it involves influencing the public’s perspective, reducing stigma, and promoting behavioral change with relation to mental health concerns, visual content—including images, graphics, and multimedia elements—is crucial. (2023; Bennett & Pettersson, 2023).

Despite the increasing importance of mental health promotions, the visual content employed in many campaigns remains outdated, clichéd, and fails to convey the complexities of mental health experiences. According to Bennett (2023), traditional visuals frequently propagate stigma and reinforce stereotypes, reducing their ability to engage audiences. Ahmad et al. (2022) emphasize the oversaturation of advertisements in the media, which leads to desensitization and decreased audience receptivity. These problems highlight the crucial need for new visual approaches that are innovative engaging, and culturally relevant, particularly as digital platforms become the primary means of communicating mental health messages.

This study aims to address these issues by exploring how strategic visual content may be developed to improve campaigns related to mental health. Drawing on established communication theories, including the Elaboration Likelihood Model (ELM), Visual Rhetoric Theory, and Visual Communication Theory, this study proposes a theoretical framework for creating visual content that resonates to a wide range of audiences. By combining essential viewpoints from previous research, this conceptual paper aims to provide insights into enhancing visual strategies for supporting mental wellness in an increasingly digital society.

LITERATURE REVIEW

The significance of visual content in communication has grown substantially in recent years, particularly in the context of digital media. According to Patterson (2023), this is the “most visual era of human history,” with visual elements playing a vital role in how information is received and digested. Visuals have evolved beyond passive observation, with viewers engaging more dynamically with content, which is particularly essential for public health campaigns (Ervine, 2016). For mental health advocacy, this interactive approach is essential for engaging audiences and communicating complex emotional and psychological experiences.

Ahmad et al. (2022) draw attention to the overload of visual content in the media and observe that audiences are no longer sensitive to public health and commercial advertising. Campaigns for mental health, where the objective is to reduce stigma and connect audiences to an emotional level in addition to providing information, are especially affected by this desensitization. Studies conducted by Tseng & Huang (2016) and Chan et al. (2013) further highlight how younger audiences, who constitute significant targets for mental health initiatives, are turning away from traditional media. According to Bennett (2023) and Pettersson (2023), effective mental health ads need imagery that are not just informative and culturally appropriate, but also emotionally compelling.

Elaboration Likelihood Model (ELM), introduced by Petty and Cacioppo (1986), explains how individuals interpret messages and the factors affecting the likelihood of a persistent attitude change. The use of images that engage audiences emotionally and cognitively through both central and peripheral routes is critical in the context of mental health advertising. The study by Lazard et al., (2016) found that visual metaphors can lead to greater elaboration compared to content without visual metaphors. This indicates that the employment of visual metaphors in content allows viewers more inclined to reflect deeply on it, which could produce an impact on their opinions and beliefs concerning mental illness. Visual metaphors can make challenging concepts concerning mental illness accessible and relevant. By using imagery that resonates with the audience, these metaphors help clarify the intricacies of mental health disorders, making it easier for individuals to understand the information being presented. This is further supported by Visual Rhetoric Theory, which emphasizes how images serve as arguments and have the power to persuade and shape public perceptions. Finally, Visual Communication Theory emphasizes the significance of design, relevance, and clarity while establishing a framework for comprehending how visual components interact to develop understanding.

Together, these theoretical concepts suggest that the strategic use of visual content in mental health ads should go beyond aesthetic appeal in order to actively engage viewers, challenge preconceptions, and foster empathy.

The Conceptual Framework

The conceptual framework for this study, integrates three key theories: the Elaboration Likelihood Model (ELM), Visual Rhetoric Theory, and Visual Communication Theory. These theories collectively explain how strategic visual content impacts audience engagement and mental health outcomes. The ELM (Petty & Cacioppo, 1986) posits that persuasion occurs through either a central or peripheral route, depending on cognitive engagement. In the context of mental health campaigns, visual content with clear, informational messaging may engage the central route, encouraging thoughtful processing of mental health issues, while emotionally resonant images may engage the peripheral route, fostering emotional responses and quick judgments (Bennett, 2023). Visual Rhetoric Theory emphasizes how imagery can be structured to evoke emotional responses and shape interpretations (Pettersson, 2023). This aligns with the need for visuals that resonate culturally and emotionally with target audiences, creating a deeper connection with the message. Visual Communication Theory explains how the design, layout, and symbolism of visuals affect comprehension and retention (Roberts, 2021), crucial for maintaining audience attention and promoting understanding.

The framework positions Strategic Visual Content as a driver of both cognitive and emotional engagement, leading to key outcomes such as Reduced Stigma, Increased Awareness, and Behavioral Change (such as seeking help). This integration of theories highlights that visual content must balance clarity and emotional depth to effectively engage audiences and influence behavior. By leveraging these theories, the framework explains how strategically designed visuals can drive meaningful outcomes in mental health campaigns, ensuring both cognitive processing and emotional connection, which are essential for destigmatizing mental health and promoting action.

Fig. 1: Conceptual Framework

METHODOLOGY

Research Design

This conceptual study employs a theoretical approach, analyzing secondary sources such as peer-reviewed journal articles, books, and case studies related to visual communication and mental health campaigns. The analysis focuses on key themes of emotional engagement, stigma reduction, and cultural relevance. The study synthesizes findings from notable works, including those by Ahmad et al. (2022) and Bennett (2023), to construct a comprehensive framework. It aims to build theoretical insights based on these existing literature.

Data Collection

A thorough analysis of the literature on public health strategies, mental health campaigns, and visual communication is part of the data collection process. Exploring trends, challenges, and best practices in the development of visual content for mental health advocacy will be among the primary objectives of the study.

Data Analysis

Thematic synthesis will be employed to analyze the gathered material in order to identify common themes concerning emotional resonance, stigma reduction, and visual engagement in mental health campaigns. The proposed theoretical framework will be constructed based on the findings from the analysis.

Variables and Measurement

Important variables such as engagement, emotional resonance, clarity, and cultural relevance will all be included in the conceptual framework. These variables will be discussed in relation to how visual content in mental health campaigns can be designed to maximize audience engagement and reduce stigma.

Reliability and Validity

Considering this is a conceptual study, the main emphasis will be on theoretical validity, ensuring that the proposed framework corresponds with established theories of communication and recommended practices identified in existing literatures.

DISCUSSION

The proposed theoretical framework synthesizes key elements from the ELM, Visual Rhetoric Theory, and Visual Communication Theory, offering a holistic approach to designing strategic visual content for mental health campaigns. This framework addresses the challenges identified in the literature, particularly the oversaturation of visual content and the disengagement of younger audiences. By integrating emotional engagement with cognitive clarity, the framework ensures that mental health messages resonate more deeply with audiences, encouraging empathy and behavioral change.

The implications of this framework are both theoretical and practical. From a theoretical standpoint, the study contributes to the growing body of literature on visual communication by offering a new perspective on how visuals can be used to promote mental wellness. Practically, the framework provides mental health advocates with actionable guidelines for designing more effective visual content in their campaigns.

CONCLUSION AND RECOMMENDATION

This conceptual paper has explored the intersection of visual communication and mental health advocacy, proposing a theoretical framework that leverages the Elaboration Likelihood Model, Visual Rhetoric Theory, and Visual Communication

Theory to optimize the design of visual content in mental health campaigns. The findings suggest that strategic visual content can enhance engagement, reduce stigma, and foster a deeper understanding of mental health issues.

The study has several practical implications, particularly for mental health professionals and campaign designers who aim to create more effective public health interventions. However, the paper is not without limitations. As a conceptual study, future research should focus on empirical validation of the proposed framework through quantitative studies measuring audience engagement and stigma reduction in response to various visual content strategies. This could include various formats (e.g., infographics, videos, social media posts), styles (e.g., emotional vs. informational, visual metaphors), and cultural adaptations. By examining a range of strategies, researchers can identify which approaches are most effective in engaging audiences and reducing stigma.

ACKNOWLEDGMENT

The authors would like to express their sincere gratitude to the Kedah State Research Committee, UiTM Kedah Branch, for the generous funding provided under the Tabung Penyelidikan Am. This support was crucial in facilitating the research and ensuring the successful publication of this article.

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