Mental health disorders rank among the 10 leading contributors to the global burden of diseases, yet persistent stigma and care barriers delay early intervention. This has inspired efforts to leverage digital platforms for scalable health promotion to engage at-risk populations. To evaluate the effectiveness of a digitally-enabled mental health promotion (DEHP) campaign, we conducted an observational cross-sectional study of a 3-month (February-April 2025) nation-wide campaign in Singapore. Campaign materials were developed using a marketing funnel framework and disseminated across YouTube, Facebook, Instagram, and TikTok. This included narrative videos and infographics to promote symptom awareness, coping strategies, and/or patient navigation to Singapore's Mindline website, as the intended endpoint for user engagement and support. Primary outcomes include anonymised performance analytics (impressions, unique reach, video content view, engagements) stratified by demographics, device types, and sector. Secondary outcomes measured cost-efficiency metrics and traffic to the Mindline website respectively. This campaign generated 3.49 million total impressions and reached 1.39 million unique residents, with a Cost Per Click at 29.33 SGD, Cost Per Mille at 26.90 SGD and Cost Per Action at 6.06 SGD. Narrative videos accumulated over 630,000 views and 18,768 engagements. Overall, we demonstrate that DEHP campaigns can achieve national engagement for mental health awareness through multi-channel distribution and creative, narrative-driven designs.

翻译：心理健康障碍位列全球疾病负担的十大主要诱因，然而持续的污名化与护理障碍延迟了早期干预。这促使人们努力利用数字平台开展可扩展的健康促进活动，以吸引高危人群。为评估一项数字赋能心理健康促进活动的有效性，我们对新加坡一项为期三个月（2025年2月至4月）的全国性活动进行了观察性横断面研究。活动材料基于营销漏斗框架开发，并通过YouTube、Facebook、Instagram和TikTok平台传播。内容包括叙事视频和信息图表，旨在提升症状认知、推广应对策略，并/或引导用户访问新加坡Mindline网站，作为用户参与和支持的预期终点。主要结局指标包括按人口统计学特征、设备类型和行业分层的匿名化绩效分析数据（展示量、独立覆盖人数、视频内容观看量、互动量）。次要结局指标分别衡量了成本效益指标和Mindline网站的流量。该活动共产生349万次总展示量，覆盖139万独立居民，每次点击成本为29.33新加坡元，每千次展示成本为26.90新加坡元，每次行动成本为6.06新加坡元。叙事视频累计获得超过63万次观看和18,768次互动。总体而言，我们证明数字赋能心理健康促进活动能够通过多渠道分发和富有创意的叙事驱动设计，实现全国范围内的心理健康意识提升参与。