Social Media and Social Change in New Zealand

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My presentation to a group of students from Regis University who were visiting New Zealand. Their interest was in the highly successful "Like Minds, Like Mine" campaign, and also the use of social media for social change. Interestingly, although LMLM currently doesn't use any social media, the principles are the same: have a clear simple message, build relationships and spark conversation.

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Social Media and Social Change in New Zealand

  1. 1. Social Media for Social Change Presented by Simon Young Catalyst/Cofounder iJump
  2. 2. 2003
  3. 3. “mental health gains will be minimal if the person lives in a hostile and uninformed community” - 1996 Mason Report Photo by D Sharon Pruitt
  4. 4. Two goals: • Create supportive environment for people with mental illness • Bring down barriers of stigma and discrimination
  5. 5. Phase One (2000) • Raising awareness • Getting people talking and thinking • Featured famous, aspirational NZers
  6. 6. Phase two (2001->) • Strengthen positive public attitudes • Improve public understanding/acceptance • Improve understanding of impact of mental illness • Create dialogue • Counter negative stereotypes
  7. 7. Phase 2 (contd) • Encourage people working in mental health sector • Create a positive platform for policy change
  8. 8. Facts • 1 in 5 NZers suffer from mental illness • Most NZers discriminate through ignorance, not malice • Maori and Pacific Island views need to be addressed differently
  9. 9. To significantly reduce discrimination ... education is not enough... litigation is not enough. multi-stranded, What is required are persistent strategies. ” Liz Sayce
  10. 10. Multi-Stranded (more than mass media) • Relationships built with 26 regionally-based organisations around NZ • Included 11 Maori-based orgs • Included 3 Pacific Peoples orgs • Local relationships = local media coverage
  11. 11. 2002 campaign • Focus on friendships • TV for mainstream audience • Targeted radio for Maori/Pacific Island audience
  12. 12. Multi-stranded • Training for other government agencies • Relationships with journalists • Media training for spokespeople • Newsletter for influencer groups
  13. 13. A Beautiful Mind Movie tie-in
  14. 14. Success • 87% “people with mental illness can lead a normal life” • 80% “I am more accepting of people with mental illness” • 93% “mental illness can happen to anyone” • 79% unprompted ad recall • 60% discussed advertising with others
  15. 15. Since then... • website: likeminds.org.nz • national contractors: events, training, freephone service • regional providers: workshops, promotional events, developing policies and procedures
  16. 16. 2008 Effie Awards • Won the grand award for “sustained success” • Other results: • Acceptance levels improving • Documentaries resulting from campaigns • More people seeking help • WHO recognises best practice
  17. 17. Success secrets? • Strong, simple message • Relationship-building with key stakeholders/ influencers • Conversational focus • Acknowledging larger context
  18. 18. Online • Lots of online resources • But not much social media - yet
  19. 19. Conversation • How could they do this better?
  20. 20. Other social media/ social change initiatives • The LowDown • Internet Blackout • Twestival • Givealittle
  21. 21. LowDown • Web-based • Interactive • Music/Pop culture • Why not social media?
  22. 22. #blackout bingo if all the avatars are black, yell “COPYWRONG!”
  23. 23. Protest on parliament
  24. 24. Blackout • Grassroots • Simple, clear idea • Easy to take action
  25. 25. Twestival • Global • Easy to be involved • Automated
  26. 26. Givealittle • Platform for individuals • Can be a ‘hub’ for other social media activity
  27. 27. How would you do it? Simon Young Catalyst/Cofounder simon@ijump.co.nz

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