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Mindframe media monitoring study - R U OK?Day 2015

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The Hunter Institute of Mental Health, which manages Mindframe, partnered with R U OK? in 2016 to evaluate the quality of broadcast media reporting from last year’s campaign.

A summary of findings has been developed. The full report will be released in early October 2016 at www.mindframe-media.info

Published in: Health & Medicine
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Mindframe media monitoring study - R U OK?Day 2015

  1. 1. R U OK?Day Media Monitoring
  2. 2. R U OK?Day Broadcast Media Monitoring Study Snapshot • The Hunter Institute of Mental Health, which manages Mindframe, partnered with R U OK? in 2016 to evaluate the quality of broadcast media reporting from last year’s campaign. • The majority of media broadcasts during R U OK?Day 2015 scored more than 90% in quality rating against the Mindframe guidelines for reporting suicide. • A similar study in 2008 (not related to R U OK?Day), recorded a quality rating of around 75%.
  3. 3. • The latest results appear to show campaigns can improve media reporting when working closely with Mindframe. • Mindframe and R U OK? have worked together since 2010. • R U OK? also plan to build on the findings, with improved promotion of language use and types of help-seeking in the media.
  4. 4. Type of content 0 50 100 TV Radio Type of Content for TV and Radio (%)
  5. 5. Quality ratings Reports were consistent with Mindframe advice, including no use of:  Terms that sensationalise suicide and mental illness  Negative labels describing individuals experiencing suicide and mental illness  Images that may inadvertently glorify death.
  6. 6. No Yes Adding help-seeking information Less than half of reports promoted help-seeking. Yes No Use ‘committed’ suicide Hardly any broadcasts stigmatised suicide by using the term ‘committed’ in their reports.
  7. 7. Sensationalist reporting Almost 100% of reports were consistent with Mindframe. Reporting correct statistics Nearly all statistics reported were accurate, with just two instances where they were incorrect. Yes No Yes No
  8. 8. Methods and location No Yes Explicit description of suicide method Descriptions of suicide method were rare, with only three broadcasts (3%) containing reference to explicit methods. No Yes Specific details of suicide location Reports containing the location were also uncommon, with less than 1% including specific details on suicide location.
  9. 9. Quality rating scale
  10. 10. Quality scores 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 9 10 11 12 13 Proportionofbroadcastitems(%) Number of dimensions consistent with Mindframe TV Radio
  11. 11. Factors associated with quality reporting Logistic Regression indicated that reports were significantly more likely to score high quality if they were:  Radio broadcasts  Did not reference celebrity mental health or suicide  Featured an R U OK? employee.
  12. 12. Acknowledgement This study has been undertaken by the Hunter Institute of Mental Health in partnership with R U OK? Broadcasts analysed for this study were provided courtesy of Isentia.

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