LAUSR

Abstract Issue addressed Despite the high prevalence of mental ill‐health amongst Australians, many people do not seek help for their mental ill‐health. A delay in help‐seeking is associated with poorer outcomes. This study investigated the extent to which the Act‐Belong‐Commit mental health promotion campaign prompted people to seek information or professional help for mental ill‐health. Methods A sample of 1200 respondents took part in two state‐wide surveys (n = 600 each). Participants aware of the Act‐Belong‐Commit campaign were asked questions related to information‐seeking and help‐seeking behaviours because of the campaign. Results Of those aware of the campaign, 8% stated that the campaign prompted them to seek information and 4% stated that the campaign prompted them to seek help for a mental health problem. Those with a mental illness experience (MIE) were significantly more likely than those without to report that the campaign prompted them to look for information (12% vs 6%) and seek help for a mental health problem (9.5% vs 1.2%). Extrapolating these results to the total adult population of Western Australia indicated that around 120 000 adults had sought mental health information, and around 60 000 had sought help as a result of the campaign. Conclusions The campaign not only initiated the seeking of information or professional help for a mental health problem amongst those with no prior thoughts of such, but also prompted those who were already thinking about seeking information or getting help to act sooner than they otherwise would. So what? Although previous research suggests that mental health literacy interventions have limited impact on help‐seeking, the presented data show that the Act‐Belong‐Commit approach can have a significant impact on help‐seeking, particularly amongst those with a MIE, which could yield substantial social and economic return on investment benefits if intensified at both the media and community grass roots levels.