changing behaviour, changing attitudes - time to change. developing behaviour change campaigns...
TRANSCRIPT
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Section Title
Hello
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Section TitleWho we are
We are a growing movement of people across England who want to change how we all think and act about mental health.
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• Improve public attitudes by 5%
• Reduce discrimination by 5%
• Improve the confidence and ability of
people with mental health problems to
tackle discrimination
• Improve the social capital of people with
mental health problems
Section TitleWhat we want to do…
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Section TitleWho we are
Why?
Who?
How? What next?
Who?
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Section TitleWhy?
Why?
Why?
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Section TitleWhy?
Stigma and discrimination are life-limiting and life threatening
Why?
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Section TitleReal experiences…
‘Reclaim’ depression, stress and anxiety as illnesses
This will simplify the task of generating good attitudes
towards all people with mental health problems
• 9 out of 10 people with mental health problems
experience stigma and discrimination in some area
of life
• 8 out of 10 have been discriminated against in
their personal lives – from family, friends,
neighbours, partners, in their social lives or dating
• Two thirds say the stigma is as bad as or worse
than the illness itself
It has caused
family and
friends to drop
me.
I suddenly got abuse in the streets.
The friends that I’d had drifted away, I
didn’t leave the house unless it was
absolutely necessary. I felt like I never
connected with anyone or like they
wanted or cared about helping me.
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Section TitleWhy?
Who?
Why?
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Section TitleSubconscious stigmatisers
How?
It’s like walking
on eggshells
It’s frightening, I
don’t know
enough
It’s sad, but it’s
not me
25-44 year olds, B,C1,C2, men and women, England only
I wouldn’t
want anyone
to know if it
was me
It’s like
walking on
egg shells
It’s sad but
it’s not me
It’s more
common than I
thought
What’s
discrimination
got to do with
mental health?
It’s frightening,
I don’t know
enough to help
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• People with lived experience
• Young people (14-18)
• Parents
• Teachers
• African and Caribbean communities
• South East Asian communities
• Health professionals
Section TitleWho else?
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Section TitleWhy?
How?
Why?
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Section TitleHow?
Attitudes + behaviour
= ending discrimination
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Section TitleGetting to people
National Local Individual
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On a (long) journey…
On the agenda Your role Taking action Next?
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Section TitleOn the agenda
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Section TitleAlways about audience
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Section TitleMirror people’s experience
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Ready for action
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Clear on action
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Bright spots
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Bright spots
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Social norms
“Just the fact that there 'was' a
Facebook group and a new
campaign, sort of made it okay
to tick that little 'mental health
issues' box on my college
application form. First time
ever.”
TTC Facebook fan
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Build a movement
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Support a movement
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Going further…
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Section TitleWhat’s worked?
• Attitudes and intended behaviour – population level change, campaign audience change
• Behaviour –people with mental health problems experiencing less discrimination
• Awareness – reach, recognition, understanding
• Engagement - pledges, download resources, sign
ups, shares
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Measuring impact: Attitudes and behaviour
3.4 million people
have improved
attitudes
2.8 million intend to
improve their
behaviour
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Section Title
Measuring impact: Discrimination
41.630.1 28.7
27.034.3 30.8
26.3
01020304050
4
Our regular survey of people accessing specialist mental
health services shows a significant reduction in reported
discrimination in relevant life areas from 40% in 2008 to
26.3% in in 2014
Reported discrimination in relevant life areas
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60% 64%• 30.1 million people reached, 15 OTS/H,
• 9.8 million of target audience
44% campaign
awareness = 4.71
million
14% claimed it made them ask
someone ‘how they are doing’ =
648k
46% claimed it made them think
about asking someone ‘how they
are doing’ = 2.1 million
9% claimed it made them start
talking about own mental health
problem = 424k
Results (autumn 15)
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As a results of seeing the campaign have you
talked to someone?
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• Men focused, not aware, not engaged
• Ready to change
• Young people 11-18
• Hubs, partners, sustainability
Section TitleThe next part of our journey…
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Section Title
Thank you
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Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
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14 July 2016
London
#CCbehaviourchange
Developing
behaviour change
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