Table 3.

Study characteristics of included studies sorted by campaign and year.

Author (year)			Campaign															Publication type
			Name		Evaluation period		Aims		Target users		Target location		Developer		Social media platforms used
Time to change campaigns
	Evans-Lacko et al (2013) [35]	Time to Change (phase 1)		2009-2011		To reduce stigma and discrimination		Mid-20s to mid-40s, from middle-income groups		United Kingdom		Charity		Facebook, Twitter, and YouTube		Journal study
	Henderson et al (2016) [36]	Time to Change (phases 1-2)		2008-2015		To reduce stigma and discrimination		Mid-20s to mid-40s, from middle-income groups		United Kingdom		Charity		NRa		Journal study
	Henderson et al (2017) [37]	Time to Change (phase 2)		2012-2016		To reduce stigma and discrimination To increase help-seeking		Mid-20s to mid-40s, from middle-income groups		United Kingdom		Charity		NR		Journal study
	Sampogna et al (2017) [38]	Time to change (phases 1-2)		2009-2014		To reduce stigma and discrimination		Mid-20s to mid-40s, from middle-income groups		United Kingdom		Charity		Twitter and Facebook		Journal study
	González-Sanguino et al (2019) [39]	Time to Change (phase 3)		2017-2019		To reduce stigma and discrimination To increase help-seeking To address inequalities in demographic groups		Mid-20s to mid-40s, middle- to low-income groups, men, parents		United Kingdom		Charity		Facebook, Twitter, Instagram, and Snapchat		Journal study
	Henderson et al (2020) [40]	Time to Change (phases 1-3)		2008-2019		To reduce stigma and discrimination To increase help-seeking To address inequalities in demographic groups		Mid-20s to mid-40s, middle- to low-income groups, men, parents		United Kingdom		Charity		NR		Journal study
WhyWeRise campaign
	Collins et al (2018) [41]	WhyWeRise		2018		To reduce stigma To increase awareness of how to seek mental health care.		Ages 14-24 years		Los Angeles, California, United States		Multiple—government bodies and health services		Facebook, Instagram, and Twitter		Report
	Collins et al (2020) [42]	WhyWeRise		2019		To reduce stigma To increase awareness of how to seek mental health care		Ages 14-24 years		Los Angeles, California, United States		Multiple—government bodies and health services		Facebook, Instagram, and Twitter		Report
	Collins et al (2022) [43]	WhyWeRise		2021		To create awareness of two key resources and drive residents to them: the website and the Helpline		Ages 14-24 and Hispanic, Black, and Asian residents		Los Angeles, California, United States		Multiple—government bodies and health services		Facebook, Instagram, and Twitter		Report
	Collins et al (2022) [44]	WhyWe Rise—L.A. Dodgers Mental Health Campaign		2020-2021		To raise awareness of resources and stigma-reduction		Hispanic residents		Los Angeles, California, United States		Multiple—sports teams, government bodies, and health services		Facebook, Instagram, and Twitter		Report
	Collins et al (2022) [45]	WhyWe Rise—L.A. Dodgers Mental Health Campaign		2022		To raise awareness of resources and stigma-reduction		Hispanic residents		Los Angeles, California, United States		Multiple—sports teams, government bodies, and health services		Facebook, Instagram, and Twitter		Report
ABCb and related campaigns
	Drane et al (2022) [46]	Act-Belong-Commit		2018-2019		To improve mental health literacy and reduce stigma To stimulate people to undertake activities conducive to good mental health		General public		Western Australia, Australia		Multiple—universities and government bodies		NR		Journal study
	Santini et al (2022) [47]	The ABCs of Mental Health		2019-2021		To encourage individuals to engage in mentally healthy behaviors		General public		Denmark		University		Facebook, Instagram, and LinkedIn		Journal study
In One Voice campaign
	Livingston et al (2013) [48]	In One Voice		2012		To raise mental health awareness and improve attitudes toward mental health issues		Ages 13-25 years		British Columbia, Canada		Multiple—sports teams, government bodies, and health services		Facebook, Twitter, and YouTube		Journal study
	Livingston et al (2014) [49]	In One Voice		2012-2013		To raise mental health awareness and improve attitudes toward mental health issues		Ages 13-25 years		British Columbia, Canada		Multiple—Sports team, government body, and health services		Facebook, Twitter, and YouTube		Journal study
WhatMakesUs and Action Minded campaigns
	Public Goods Project (2019) [50]	Action minded		2018-2019		Reducing mental health stigma		General public		Several States, United States		Charity		NR		Report
	Diouf et al (2022) [51]	WhatMakesUs and Spokesimals Midwest		2020-2021		Reducing mental health stigma		General Public		Several Midwestern States, United States		Multiple- charity and wellness consultancy		NR		Journal study
	Alvarado-Torres et al (2023) [52]	WhatMakesUs		2021-2022		Reducing mental health stigma		General Public		Several Midwestern States, United States		Multiple- charity and wellness consultancy		Facebook and Instagram		Journal study
Other campaigns
	Hann and Hemming (2016) [53]	Six Ways to Wellbeing Campaign		2014-2016		To encourage people to improve their mental well-being		General public		Kent, United Kingdom		Multiple—government bodies and health services		Twitter, Facebook, and YouTube		Report
	Hahn et al (2023) [54]	Every Mind Matters		2019-2022		To encourage people to improve their mental well-being		General public		United Kingdom		Government body		NR		Journal study
	Hansson et al (2016) [55]	Hjarnkoll		2009-2014		To reduce stigma		8 regions in Sweden and some national reach		Sweden		Government body		NR		Journal study
	Booth et al (2018) [24]	Bell Let’s Talk		2006-2015		To reduce stigma		General public		Ontario, Canada		Telecommunications company		NR		Journal study
	Zenone et al (2020) [56]	Everything Is Fine		Not reported		To raise awareness of resources		Ages 12-17, men		British Columbia, Canada		Multiple—charity and health services		Instagram, Snapchat		Journal study
	Collins et al (2019) [57]	Each Mind Matters		2014-2016		To improve mental health To increase help-seeking		General public		California, United States		Government body		NR		Journal study
	Thompson et al (2021) [58]	Look Around		2017-2018		To reduce stigma and increase help-seeking		Ages 11-18 in one Midwestern County		Midwestern county, United States		Multiple—schools, universities, health services, and students		NR		Journal study
	Coughlan et al (2021) [59]	#YMHanimate		2019-2020		To develop engaging public mental health animations		Ages 16-25		Ireland		Multiple—universities and charities		Twitter, Facebook, and YouTube		Journal study

^aNR: Not reported.

^bABC: Act-Belong-Commit.