Exploring Provincial Government Use of Instagram for Mental Health Outreach and Education Aimed at Youth in New Brunswick, Canada
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Date
2024-09
Authors
MacMillan, Emma
Journal Title
Journal ISSN
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Publisher
Mount Saint Vincent University
Abstract
Youth mental health in Canada is declining, while their use of social media holds steady. This combination provides an opportunity for provincial governments and Regional Health Authorities to utilize social media for outreach and education regarding mental health aimed at youth. Previous research demonstrates that governments have used social media for healthcare information-sharing, particularly during the COVID-19 pandemic. Studies further demonstrate that social media is a popular choice for youth seeking information about their health. This research comprises a case study exploring how the provincial government and two Regional Health Authorities in New Brunswick, Canada, have used social media for mental health outreach aimed at youth. Applying social exchange theory and social cognitive theory, a content analysis was conducted analyzing the topics and themes of Instagram posts published by the Government of New Brunswick and its two Regional Health Authorities between September 1, 2019, and August 31, 2023. Overall, findings indicate that there was little outreach aimed at youth regarding mental health and that these limited posts focused foremost on sharing support resources and recruiting or featuring staff. Prominent themes included supporting treatment and prevention, building connections, and fostering community. Mental health is an area of public health that merits intentional content from the New Brunswick healthcare system to promote positive mental health and mental health education so as to, in turn, positively influence the quality of life of young New Brunswickers.