Proposal for an NGO's communication strategy for the prevention and promotion of mental health in general population using technology.

Postgraduate Thesis uoadl:2933534 289 Read counter

Κατεύθυνση Ψηφιακά Μέσα Επικοινωνίας και Περιβάλλοντα Αλληλεπίδρασης
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Deposit date:
Brachou Aimiliani
Supervisors info:
Ελένη-Ρεβέκκα Στάιου, Διδάκτωρ, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ.
Original Title:
Πρόταση επικοινωνιακής στρατηγικής ΜΚΟ για την πρόληψη και προαγωγή της ψυχικής υγείας στον γενικό πληθυσμό με την χρήση τεχνολογίας
Translated title:
Proposal for an NGO's communication strategy for the prevention and promotion of mental health in general population using technology.
The following thesis deals with the prevention and promotion of mental health through the use of technological interventions in the context of the implementation of these efforts by an hypothetical NGO. At the same time, an attempt will be made to present the communication and strategic plan of the NGO to achieve its goal in the community, which is information, awareness and literacy on issues related to mental health.

To begin with, it is presented the picture of mental health in Greece during the last years of the crisis and its effects on psychosocial health, while pointing out the role technology and especially digital mediacould play in the prevention and promotion of good practices in mental health. Then, is presented the institutional framework of NGOs in Greece, accompanied by local and global examples, especially of institutions using technology for good along with their promotional means, focusing on the marketing communication plan for NGOs. Consequently, follows a proposition of the creation of an NGO for the promotion and prevention of mental health in the general population, as well as its communication plan to achieve it. In addition, according to the data that have emerged from the literature, the research questions are followed by the description of the research methodology, starting with the quantitative research, following by the creation of a mobile application and its website and ending with the qualitative research.

Then, is presented the analysis of the results of the quantitative research for the user-centered approach of the application structure and the attitude of the respondents towards mental health issues, as well as the results of the qualitative research for the overall performance of the application by users and their opinion on issues on mental health, technology and digital media as a way of promoting NGOs. Summarizing with the topics to be discussed and the conclusions, the overall process is presented, revealing that technology and mental health are desirable to be combined with the creation of a mobile application according to the requirements of modern society which, although browses the internet for information on such topics, can be greatly improved and literate.
Main subject category:
Social, Political and Economic sciences
Mental health, prevention, promotion, NGO, technology, mobile apps, digital media, communication strategy.
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ΠΜΣ ΨΗΦΙΑΚΑ Διπλωματική Εργασία Αιμιλιανή Μπράχου.pdf (6 MB) Open in new window