Executive Summary of activities, July - December 2014 for the Mindframe National Media Initiative, manged by the Hunter Institute of Mental Health www.mindframe-media.info

1. Summary of Achievements
July – December 2014
Managed by the Hunter Institute of Mental Health and funded by the Australian Government Department of Health

2. Mindframe app for media professionals
On Friday 17 October 2014, Commissioner Lucinda Brogden, from
the National Mental Health Commission, officially launched
Mindframe’s app for media professionals at a breakfast event in
Newcastle.
With more media professionals using mobile devices in a time-poor
industry due to the speed in which stories need to be published
online, the app will serve as a vital tool in responsible coverage of
both suicide and mental health issues.
• The Mindframe app for media professionals is free, can be used
both off and online, and is available for both iOS (iPhone and
iPad) and Android devices via the Apple app store and Google
Play. For more information, please visit www.mindframe-
media.info/mediaapp.
• A short promotional video about the media app, and the launch
is available on Vimeo: https://vimeo.com/108969048
WHO report highlights success of media
guidelines in Australia
Dr Margaret Chan, World Health Organization Director-
General released the first global WHO report on suicide
prevention on Thursday 4 September 2014, in Geneva.
The report makes special mention of Australia as one of
only two countries in the world where there has been
improvement in the reporting of suicide and a reduction in
suicide imitation following active media involvement in the
dissemination of media guidelines.
www.mindframe-media.info/home/news/news/2014/who-
report-highlights-success-of-media-guidelines-in-australia
Highlights

3. Responding to high-profile celebrity suicide
The death of US actor Robin Williams in August 2014 was one of the most widely covered
celebrity suicides the program had experienced since it’s inception.
Mindframe responded through a number of communication channels as the events unfolded in
the media, and gained support from the mental health and suicide prevention sector to
promote safe and sensible coverage , help-seeking information and key messages.
As a result, the Mindframe website and resources received a 110% increase in visitors from
the previous month and a 88% increase in online activity through the @MindframeMedia
Twitter account.
Highlights

4. DiG Festival 2014 panel event
As part of the annual DiG Festival in Newcastle (16-17 October 2014), Mindframe facilitated
a media and communications panel event 'Embracing a digital paradigm when
communicating about mental health'.
Guest panelists for the event included:
• Sean Parnell, The Australian
• Jennifer Muir, Primary Communication
• Chris Wagner, Mental Health Australia
• Neal Mann, News Corp Australia
• Marc Bryant, Hunter Institute of Mental Health
The event was facilitated by Hunter Institute of Mental Health Director, Jaelea Skehan. For
photos and information about the event, visit: www.mindframe-media.info/home/news
Mindframe features in LIFE Communications video series
On Tuesday 29 July, LIFE Communications released a video showcasing the
Mindframe National Media Initiative as part of a series celebrating the important
work of projects under the National Suicide Prevention Program (NSPP).
For more information and to view the video visit
http://www.livingisforeveryone.com.au/mindframe-video-series.html
Highlights

5. Meetings, workshops and dissemination
Meetings and workshops
From July – December 2014, the Mindframe team facilitated:
• 17 meetings with key stakeholders from the mental health, suicide prevention, journalism, public relations and
stage and screen sectors
• 15 media briefings, engaging over 70 media professionals
• Eight presentations/workshops
Resource dissemination
Between July and December 2014, The
Mindframe National Media Initiative disseminated
over 4,000 resources across target sectors. The
most popular resources were:
• Media general quick reference card set
(mental illness, suicide and self-harm)
• Media help-seeking quick reference card

6. Conferences
Conferences
Mindframe participated in four national conferences, across the
mental health, suicide prevention, journalism and media sectors.
Mindframe’s involvement at these conference included:
• Workshop presentations
• Paper presentations
• Exhibition booths
• Poster presentations
• Panel events
Slideshare
Between July – December 2014, the Mindframe team shared two
conference/event presentations via Slideshare. The presentation
‘Moving with the times: Mindframe’s revised guidelines for media
reporting of suicide and mental illness’ by Tegan Cotterill was the
most popular, and was viewed 603 times.

7. University Education
Ossie Awards 2014
Mindframe sponsored an Ossie Award category for student media
stories
Krystal Gordon, Griffith University; Courtney Robinson, UTS.
Highly Commended: Caitlan Charles UWS
JERAA Conference 2014
• Paper presentations
• Panel events: LGBTI/gender diversity
Guest lectures and consultations
• Over 350 students/Post grad/new sites
• Capacity building for lecturers
• Batchelor Institute, NT.
• Pilot and research opportunities for indigenous populations
• Evaluation positive and robust
Journo’
Media
PR
University education

8. Stage and Screen, and Police
Mindframe for Stage and Screen
• Four newsletters
o Shine scriptwriter Jan Sardi on portraying mental illness
o Actor Simone Buchanan on research of theatrical portrayals
of mental illness
o Authentic dramatic portrayals of mental illness promote
public understanding and help-seeking
o The shift towards empathy in portrayals of mental illness on
stage and screen
• Engaged with 13 organisations from the sector
• Developed and promoted material for four events
• Facilitated three presentations and a workshop
• 15 meetings with stakeholders
• Over 50 resources disseminated
Mindframe for Police
• Advisory Group Meeting
• Training session
• Meetings
• 40 resources disseminated
• Resources included in mental health training – reach 15,000

9. Website activity
Total Mindframe website visitors - 77,764
This represented a significant increase in the number of visitors
when compared to the equivalent reporting period in 2013.
While overall the level of activity in 2014 was approximately double
observed in 2013, there were a number of key events which
contributed to profound increase in website activity. Most notably,
the death of Robin Williams and the following World Suicide
Prevention Day, which both saw considerable increases in the
number of individuals who accessed the Mindframe website.
Visitors by state
Number of visitors 2014 vs 2013
New vs returning visitors

10. Mindframe website page views – 118,718
Most popular page view:
/for-media/reporting-suicide/facts-and-stats
40,139 (33.8% of views)
Mindframe website downloads – 6,447
Most popular download:
Suicide-Figures-2014.pdf
1,443 (22.3% of downloads)
Website downloads
In close alignment with previous periods, the media sector recorded
the highest number of documents downloaded between July and
November 2014. In fact, the media sector showed substantial
growth, with more than twice the number of documents
downloaded during the equivalent reporting period in 2013.
This data reflects the release of the redeveloped Reporting Suicide
and Mental Illness resource in June, and the ongoing promotion of
the resource throughout the period.
Website activity

11. Social media referrals
The number of referrals to the Mindframe website from social media
sources also saw considerable growth, relative to the same reporting
period in 2013. From July to November , there were more than five
times the amount of referrals from Twitter, and double the number
of referrals from Facebook, compared to 2013. This increase reflects
the increased number of followers on the Mindframe twitter
account, and the heightened activity on the Mindframe Twitter
account.
Social media

12. SANE Media Centre
The SANE Media Centre is a key Mindframe stakeholder in working with
and supporting the media and mental health and suicide prevention
sectors.
The SANE Media Centre:
• Advises media professionals as they prepare stories on mental illness
and suicide
• Supports the mental health and suicide prevention sector in preparing
their work with the media
• Manages the StigmaWatch program, which voices community
feedback about how the media reports on these sensitive issues
Through StigmaWatch media professionals are:
• Informed of the Mindframe principles
• Provided with feedback when a report stigmatises mental illness or
inadvertently promotes self-harm or suicide;
• Contacted when a ‘good news’ report has been
submitted, to encourage similar reporting in future
For more information visit www.sane.org
News and media
Media briefings
Between July and December 2014, Mindframe conducted
media training for 15 media outlets nationally, engaging
over 70 media professionals.
Seven sessions took place in NSW, with the remaining
sessions in SA, NT, TAS, QLD, VIC and WA.
Responding to media requests
Between July and December 2014, Mindframe
received 32 requests from media professionals for
advice and assistance with stories relating to
suicide and mental illness.

13. Communication and promotion
Online news
During July - December 2014, the Mindframe team uploaded a total of 33
news items to the Mindframe website.
These updates highlighted a range of Mindframe ’s work, including national
conference involvement, urgent media alerts, promotion of new
Mindframe resources, and news updates specifically relevant to the media,
stage and screen, journalism and public relations education, and mental
health and suicide prevention sectors.
News items attracted a total of 1,900+ page views during the reporting
period, with the most popular news item being ‘Media app for reporting
suicide and mental illness’ (180 views).
Mindframe in the news
The Mindframe team were involved in 14 media articles
and interviews during July – December 2014.

14. Communication and promotion
@MindframeMedia Twitter account
The basic Twitter analysis shows a substantially higher number of
retweets and favourites in the months of August (661 retweets, 302
favourites) and October (585 retweets, 288 favourites) which
correspond to the tweets posted on the Mindframe account
surrounding the death of Robin Williams, and the ongoing social
media activity surrounding the launch of Mindframe’s media app and
Dig Festival respectively.
@MindframeMedia
2,600+ Followers
500 Tweets (1 July – 18 Dec 2014)
2,500 Retweets
1,080 Favourites
Most popular tweet

15. Visit www.mindframe-media.info
Follow @MindframeMedia