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Social Inclusion Presentation Social Inclusion Presentation Presentation Transcript

  • SOCIAL INCLUSION Queensland Alliance
    • www.qldalliance.org.au
  • SOCIAL INCLUSION: How do we make it so?
    • Jeff Cheverton
    • Chief Executive Officer
    • Queensland Alliance
    • Churchill Fellow 2007 -Fundraising for Mental Health Advocacy
    • www.qldalliance.org.au
  • What you do makes a difference
  • SOCIAL INCLUSION CAMPAIGNS?
    • High profile mass media social marketing
    • Challenges stereotypes + negative attitudes about mental illness
    • Linked to grassroots community education projects
    • Leadership from people with lived experience of mental illness
  • SOME EXAMPLES OF MASS MEDIA SOCIAL MARKETING
  • New Zealand Like Minds, Like Mine
  • New Zealand Like Minds Phase 3
  • New Zealand Like Minds, Like Mine
  • USA: What A Difference A Friend Makes
  • Australia: Beyond Blue Depression
  • New Zealand Like Minds, Like Mine
  • Scotland: See Me 2002
  • Scotland: See Me 2006
  • Scotland: See Me 2008
  • Scotland: See Me 2008
  • Scotland: See Me 2008
  • Scotland: See Me 2008
  • Scotland: See Me 2008
  • Positive Elements:
    • High quality and reach of mass media
    • Positive images and “feel”
    • “ Ordinary” people + settings
    • Focus = discrimination (not promotion)
    • DIVERSE grassroots projects
    • Real people with lived experience
    • National training, regular gathering
    • Evaluation – market research + feedback from people with lived experience
    Positive Elements:
  • But the TV ads are just the tip of the iceberg!
  • POWER OF DIRECT CONTACT
    • Case Consulting
    • http://caseconsulting.co.nz/images/stories/pdfs/power_of_contact.pdf
    • Patrick Corrigan in USA; Graham Thornicroft in UK
    • People who have experienced madness /mental health problems
    • Directly speaking to others
    • Challenging stereotypes
    Social marketing remains critical to capture imagination and inspire
  • New English Campaign TIME TO CHANGE ₤18M over 4 years
  •  
  • Mental Health Commission of Canada
    • Michael Kirby, Chair
    • Neasa Martin, consultant
  • THESE CAMPAIGNS WORK
    • See Me Campaign
    • 17% Scots believe people with mental illness are dangerous (32% before)
    • Like Minds Campaign
    • 51% ashamed of diagnosis (was 65%)
    • 25% accept babysitter (was 12%)
    • 38% don’t think dangerous (was 27%)
  • THESE CAMPAIGNS SAVE $$
    • London School of Economics and Institute of Psychiatry, Kings College find discrimination:
    • Reduces period of time seeking treatment (DUP = duration untreated psychosis)
    • Reduces achievement at work + school
    • Reduces investment in services
    • Assuming modest changes in attitudes, cost-saving of at least ₤4.26 per person
  • SUMMARY
    • We know how to challenge discrimination and promote inclusion
    • We know these campaigns change public attitudes
    • We know changed attitudes improve quality of life and save resources
    • SO LET’S WORKS TOGETHER TO GET ONE!
  • What you do makes a difference