Maximizing mental health communication: The IIFF model of helpseeking for depression

This chapter proposes the IIFF model of help-seeking for depression. Derived from the IIFF model of organ donor registration, the model includes four cognitive and behavioral supports: information, immediate help-seeking mechanism, favorable activation, and focused engagement. When these elements are present simultaneously, they can maximize the likelihood that group-based and mass communication efforts will successfully increase help seeking. A complementary objective of the model is to maximize the quality and quantity of support people experiencing depression receive when help-seeking occurs. Many model components have previously been used to facilitate the help-seeking process or increase social support for people with depression (e.g. mental health literacy). However, they have rarely been brought together as a unified approach. The current chapter provides background and empirical support for each model component and offers advice for implementing and evaluating the model.