Marketing społeczny a stygmatyzacja osób starszych z demencją i depresją oraz ich rodzin w wybranych krajach Europy
Social marketing and stigmatization of the elderly affected by dementia and depression in selected European countries

Summary/Abstract: The aging processes of European societies and the efforts to create inclusive societies turn sociologists’ attention to the social position of seniors with mental illnesses, i.e. dementia and depression. On the one hand, the double exclusion of this group results from stereotypes and adverse attitudes towards elderly people, and on the other – towards individuals with mental disorders. This often causes a disadvantageous way of coping with the illness, as well as hindering the life quality of the seniors and their families. Due to the taboo of discussing the mental illness of the elderly, social marketing plays a significant role. The authors studied social campaigns referring to the mental health of seniors launched in five European countries using a content analysis method. Referring to the most recent reports on the stigmatization of elderly people with mental health problems, the results of the conducted analysis were applied to prepare recommendations regarding the possibilities of promoting mental health among elderly people as well as promoting knowledge about the problems of seniors with dementia or depression and an openness towards them and their families.

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