Time to Change - Youth Mental Health


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The Youth Mental Health Network (YMHN) is driven and made up of a range of individuals and groups that are passionate about improving the mental health of young people, regardless of their background.

The Youth Mental Health Network's vision is to improve the provision of youth mental health services by harnessing and fostering commitment to evidence based youth mental health services, in their various forms.

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  • The number of people living discrimination-free lives has increased by 3%  We measure this by asking 1,000 people about the discrimination they face in their day to day lives, and compare this every year. These are people who are being treated for a defined mental illness and who are living in the community.Public attitudes have improved by 2.4%This is according to the Department of Health's annual 'Attitudes to Mental Illness' survey which asks a representative sample of the general public questions about their attitudes.
  • Summarises the various pieces of preliminary research we carried out to help develop TTC CYP. Highlights key findings to give an overview of the framework behind TTC CYP.
  • We have been running our first pilot in Birmingham and the West Midlands, and with the second pilot we aim to further develop our learning about challenging stigma and discrimination among children and young people by working in a new region with a different set of demographics and characteristics.  Birmingham and the West Midlands has a unique set of characteristics, including having a large city with the youngest population in Europe, a big Black and Minority Ethnic population and a mix of rural and urban areas. However, Birmingham (which has been the focus of the pilot) is not typical of the rest of England, and in order to fully test how effective our approach is with a view to a potential future national programme, one of the criteria for the second pilot was a region that is more typical of England as a whole. The location also needed to have a significant population of young people (aged 14-25) and enable us to reach young people from Black and Minority Ethnic groups.  We looked at demographic data to find out which counties were most representative of England as a whole, and within these counties also looked at the population of young people, Black and Minority Ethnic groups, and the number of secondary schools and youth services. This data led us to Kent as the focus for the new pilot, with some activity also happening in the wider South East region to allow us to reach a larger population.
  • Young People - 14 to 18 year olds connection to the adult programme ability to engage in digital media pilot need to segment the audience, key messages will be different throughout the age rangehope that the grants programme and other activity will reach diverse age range eg schools will work across 11+FamiliesParents as influencers of young people – the adult programme should touch their lives in relation to looking at their own potential stigmatising attitudes and behaviour but we want to bring them on a journey as an influencer of their own children.
  • Time to Change - Youth Mental Health

    1. 1. Phase 2 outcomes • Improve public attitudes by 5% • Reduce discrimination by 5% – Reduce the number of areas of life in which people with mental health problems experience discrimination • Improve the confidence and ability of people with mental health problems to tackle discrimination • Improve the social capital of people with mental health problems
    2. 2. Impact so far • The number of people living discrimination-free lives has increased by 3% (Viewpoint survey, Institute of Psychiatry, Kings College London and Rethink Mental Illness 2011 ) • Average levels of discrimination have dropped by 11.5% (Viewpoint survey, Institute of Psychiatry, Kings College London and Rethink Mental Illness 2011) • Public attitudes have improved by 2.4% (National Attitudes to Mental Illness survey, 2012) • There is a clear link between awareness of Time to Change and improved knowledge, attitudes and behaviour (Evaluation by the Institute of Psychiatry, King’s College London)
    3. 3. Why focus on stigma and discrimination? 9 out of 10 young people report having experienced negative treatment from others. 57% said fear of stigma had stopped them applying for a job. Fear of being bullied or discriminated against stopped them telling others about their mental health problems. 49% fear telling family 71% fear telling friends
    4. 4. Kent and the South East Demographics • There are 1,075,971 young people aged 15 to 25 in the South East. • The universe of black and minority ethnic groups, within the age range of 15 to 24, in the South East is 107,597. • South East has 472 state funded secondary schools. • There are an average of 977 pupils per secondary school, therefore the universe of secondary school aged children and young people available to target in the South East is 461,144. We have taken a three tier approach to working in the West Midlands as a region: • Mass reach: across the whole region (social marketing activity) • Targeted activity : towns, cities, counties (pop up village event in Birmingham) • Specific communities: activity to reach specific communities within a closely defined area (specific activity aimed at faith groups, parents as key influencers) •
    5. 5. Key Stakeholders • Young People – 1 in 10 / 9 in 10 – Focus on 14 to 18 year olds – Young People’s panel • Families – Parents as influencers of young people • Those who work with young people – Both within and outside of the mental health arena – Community leaders as well as youth professionals and volunteers • Organisations and structures – Organisations in touch with young people
    6. 6. The key elements of Time to Change Social marketing campaign • Stand Up Kid – 3 minute long film • Activity launched end of September 2012. Total number of views: 101,806, UK views 71,825 of which 40,437 in the 13 to 17 age bracket. • Won two 'British Arrow' awards (formerly known as the British Television Advertising Awards). • Digital: blogs, PS3 game, online game, twitter, facebook • PR radio, magazines including Top of the Pops, Shout and Bliss, local newspapers and community magazines Youtube.com/ timetochangecampaign Mass reach activity aimed at our target audience(s) to enhance events and “in person “activities.
    7. 7. 14. SECTION 2 Film
    8. 8. The key elements of Time to Change Community engagement • Focused on bringing young people with & without mental health problems together to talk about mental health Events • Birmingham Pop Up ‘Village’ – 25 volunteers, had 894 meaningful conversations about mental health. 144 people Stand Up Kid at the cinema. • Pop Up Village School Roadshow
    9. 9. The key elements of Time to Change Organisational engagement To indicate your intended plan of action to involve young people in challenging stigma and discrimination Celebrate your anti-stigma work • Work alongside the CYP team to put together an action plan • Action plan could include: – Run an internal campaign using Time to Change artwork and other material – Run Time to Change event e.g. pop up village, a PSHE session or assembly – Provide staff with the time to attend the Train the Trainers session (4 hours) – Support young ambassadors who may want to roll out a Time to Change campaign in your community – Guide young people and parents to sign the individual pledge http://www.time-to- change.org.uk/pledgewall
    10. 10. The key elements of Time to Change Education sessions A key component in how we tackle stigma and discrimination; aimed at professionals who work with young people and families Training for trainers • 4 hour session; expectation to deliver 3 hour session directly to up to 3 groups of young people • Personal action pack • Manual and memory stick • Co-facilitated by young person with personal experience Materials • Downloadable 50 minute and 10 minute sessions • Downloadable Comic Relief sessions • Personal action packs • Posters, postcards, keyrings, wrist bands, note pads • PS3 Game based on Little Big Planet • Online game (in development) • Pop Up Village
    11. 11. The key elements of Time to Change Social leadership • Young people with personal experience of mental health problems actively involved in Time to Change and their own communities • Media volunteers • Evaluators • Young People’s panel • Work with us to develop digital content • Co-facilitate our stakeholder education programme • Minimum two days of training and on-going support
    12. 12. The key elements of Time to Change Panels • Participation of young people and families through panels and advisory groups Young People’s panel • Young people with and without personal experience of mental health problems • Between ages of 14 and 25 • From across England • Meet in London quarterly; in contact virtually throughout year • Advise, contribute and are consulted on many aspects of the TTC programme • Receive training and support • Commitment minimum one year Advisory panel (including parents) • Representatives from up to 15 youth organisations from within and outside the mental health world • Facilitate connections to networks for whom Time to Change could add value • Critique our plans; lightly steer our direction; keep us on track • Form sub-groups as need arises and expertise allow • Promote Time to Change • Consider signing the CYP organisational pledge
    13. 13. What can you do now? • Local non mental health youth organisations that we could work with. • Hold your own event or support ours • Develop an action plan and sign the CYP pledge • Could you recommend our next social leaders? • Apply for a grant – round 4 opens 17th July 2013 www.time-to-change.org.uk