Influencing Help-Seeking Among People With Elevated Depressive Symptomatology: Mistargeting as a Persuasive Technique

We conducted two experimental studies influenced by the overheard communication technique in which we assessed whether a depression public service announcement (D-PSA) that appeared to be intended for someone else (e.g., "Do you have a friend who is depressed?") could influence help-seeking inclinations among people with elevated depressive symptomatology. In Study 1, participants (N = 335) viewed a print D-PSA that was either direct or mistargeted. In Study 2, participants (N = 1,195) viewed a direct or mistargeted video D-PSA or no video. In support of the utility of the mistargeted-communication technique, the mistargeted D-PSA resulted in significantly more help-seeking intentions from a romantic partner and close friends than did a direct D-PSA among people with heightened levels of depressive symptomatology (Study 1). In Study 2, among people with heightened levels of depressive symptomatology, assignment to the mistargeted D-PSA condition, compared with the direct D-PSA and the no D-PSA control conditions, resulted in more favorable attitudes and increased intentions to seek help from a website.