Fig. 3

Scores of the Reported and Intended Behaviour Scale items during the three bursts of the social marketing campaign (weighted estimates). All items are score on a 5-point Likert scale, from 1 = ‘strongly disagree to engage in the stated behaviour’ to 5 = ‘strongly agree with engaging in the stated behaviour’. Live with: Are you currently living with, or have you ever lived with, someone with a mental health problem?; In the future, I would be willing to live with someone with a mental health problem; Work with: Are you currently working with, or have you ever worked with, someone with a mental health problem?; In the future, I would be willing to work with someone with a mental health problem; Live nearby: Do you currently have, or have you ever had, a neighbour with a mental health problem?; In the future, I would be willing to live nearby to someone with a mental health problem; Continue a relationship: Do you currently have, or have you ever had, a close friend with a mental health problem?; In the future, I would be willing to continue a relationship with a friend who developed a mental health problem.