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Social Media Toolkit


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This toolkit is for those who want to help get young people out of nursing homes by engaging in social media.

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Social Media Toolkit

  1. 1. social media toolkit
  2. 2. the aim of this toolkit is to provide information to people who want to help get young people out of nursing homes by engaging in social media .This document has been prepared byKate Carmichael, Communications Manager, Building Better Livesemail: box 208, blackburn 3130, victoria, australiat 1300 626 560 (in aus) f +61 3 8456
  3. 3. Contents Abbreviations ii Internet usage in Australia 17 What is Building Better Lives? 1 Social media statistics 19 Why are young people in nursing homes? 3 Social media example 1 • NDIS campaign 24 What is Government doing about it? 5 Social media example 2 • The Project 27 What is the solution? 9 Scenarios 31 Three key messages 11 Allies 33 Quotes 14 About the Summer Foundation 34 Young People in Nursing homes • Statistics 16 Further information 36BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012
  4. 4. Abbreviations abi acquired brain injury bbl building better lives coag council of australian governments crpd united nations convention on the rights of persons with disabilities dhs department of human services (vic) fahcsia australian government department of families, housing, community services and indigenous affairs mfmc my future my choice ndis national disability insurance scheme rac residential aged care ypinh young people in nursing homes ypirac younger people in residential aged careBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | ii |
  5. 5. What is Building Better Lives? In 2009 the Summer Foundation launched Building Better Lives, a movement that aims to raise community awareness about the issue of young people in nursing homes, and engage community support to develop the Integrated Housing Model as the innovative “next generation” alternative to nursing homes for Over the past 12 months, Building Better young people with disability. Lives has significantly increased its profile A cornerstone of Building Better Lives is the and successfully raised greater awareness of Ambassador Program. This program supports a the issue of young people in nursing homes. group of young people with disability who are The two major public events that attracted directly affected by the issue of young people attention were the Home to Home Digital in nursing homes to share their stories through Story Exhibition in April at Fed Square, and the a range of media including print, radio and Run Melbourne event in July. television, and public speaking engagements with both community and corporate audiences.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |1|
  6. 6. these posters were used to promote the digital story exhibition at fed square and were featured across the metro train network thanks to pro bono support.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |2|
  7. 7. Why are young people in nursing homes? Due to significant advances in medical circumstances and leisure activities of these technology over the past 20 years, people who young people are gone. would have once died at the scene of a car Nursing homes are where people go to be accident or other trauma, are now surviving. cared for at the end stage of their lives, where The health and disability service systems have the average age is 83. They are not set up nor not done enough preparation or planning to resourced to cater for the needs of young account for this new and increasing population. people with disability, who may have 50 or From an acute hospital bed, the next step for the more years to live. Staff in nursing homes vast majority of people who find themselves have a certain amount of tasks to do in the in this situation, is nursing home care. most timely and efficient manner – they The majority of young people living in unfortunately do not have the time to wait for nursing homes have an acquired brain injury a person with a communication impairment to or a late onset neurological disorder – such respond to a question. as Multiple Sclerosis. Almost overnight the social networks, work or study routines, livingBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |3|
  8. 8. Young people like loud music, they want to It is estimated that across Australia go to bed when they want, have a say in what there are over 6,000 young people with they want to eat, and go out if they feel like disability living in nursing homes, with it. Sadly, these sort of everyday choices the over 600 aged under 50 years. Each year in rest of us take for granted are severely limited, Victoria, 70 people are forced into this type if not available at all, in the nursing home of accommodation because there is simply environment. nowhere else for them. “When a younger person comes in we are at a loss. They don’t want to play bingo, they don’t want to do indoor bowls… we’re just not geared for younger people.” manager of a nursing homeBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |4|
  9. 9. What is Government doing about it? National Younger People in Residential Aged Care (YPIRAC) Program In February 2006, the Council of Australian The program was an enormous success Governments (COAG) decided to implement a for those who participated in the program. plan to get young people out of nursing homes. However, now that the program has ended, In July that same year, the Younger People there is no commitment from the State or in Residential Aged Care (YPIRAC) program Federal Government to provide funding for began. In Victoria, the program was known as any more supported accommodation services. my future my choice. The five-year program, which finished in June 2011, saw 22 new my future my choice accommodation services being built for 104 young people1 with disability in Victoria. 1 COAG determined “younger people” to mean people under 50 years of age. In the wider disability sector, young people normally refers to those under aged 65 years.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |5|
  10. 10. United Nations Convention on the Rights of Persons with Disabilities On 17 July 2008, Australia was among the (a) Persons with disabilities have the first western nations to ratify the United opportunity to choose their place of residence Nations Convention on the Rights of Persons and where and with whom they live on an with Disabilities (crpd). equal basis with others and are not obliged to live in a particular living arrangement; Article 19 states ‘Parties to this Convention recognize the equal right of all persons with (b) Persons with disabilities have access disabilities to live in the community, with to a range of in-home, residential and other choices equal to others, and shall take effective community support services, including and appropriate measures to facilitate full personal assistance necessary to support enjoyment by persons with disabilities of this living and inclusion in the community, and right and their full inclusion and participation to prevent isolation or segregation from the in the community, including by ensuring that: community;BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |6|
  11. 11. (c) Community services and facilities for the general population are available on an equal basis to persons with disabilities and are responsive to their needs.’ Whilst this Convention was ratified over four years ago, it would have greater meaning if the YPIRAC program had not ended in June 2011, and the Australian Government had committed to further funding to get young people out of nursing homes.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |7|
  12. 12. National Disability Insurance Scheme (NDIS) Whilst there was much to celebrate with the Federal Government announcement in april 2012 that a National Disability Insurance Scheme (NDIS) would be introduced, without investment in other accommodation models, there will be nowhere else for young people living in nursing homes to go. It is expected that the ndis will provide the funding that young people need to be able to until then, live in the community (ie by providing supports such as carers, therapists etc). However, it what? won’t be until 2018 when the ndis is fully operational (and assuming no delays) that all young people in nursing homes will be able to access the ndis.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |8|
  13. 13. What is the solution? Integrated Housing Model Current alternatives to nursing homes are The integrated model of supported housing largely based on a ‘group home’ concept, championed by Building Better Lives will have where the residents are expected to share a 6-10 accessible apartments spread throughout house with other people with disability. While a larger residential development. There will be clusters of units offer more privacy than a one apartment for disability support workers nursing home, they are still segregated from the so that people living in the apartments will general population. Most young people with have access to 24-hour on-call support. disability would prefer to live in and be part of the community, and not in an institutionalised environment.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 |9|
  14. 14. Integrated Housing Model The proposed model will enable people with disability to live in dwellings that are close to friends, family, services and their community, and will therefore facilitate community participation and support the maintenance of a lifestyle of choice. This is an important step towards the social inclusion of people with disability. Further, the replication of this model across the state and nation has the potential to develop the scale of housing required to resolve the issue of young people in nursing homes. One- or two-bed apartment Hub with 24-hour supportBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 10 |
  15. 15. Three key messages 1. Nursing homes simply should not be an accommodation option for young people with disability. They are set up to care for people at the end stage of their lives – not young people who need support to reach their full potential and live their lives with the everyday choices the rest of us take for granted.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 11 |
  16. 16. 2. The NDIS alone will not resolve the issue of young people living in nursing homes. More accommodation services need to be built and services to prevent new admissions (ie. slow-stream rehabilitation1) must be made available to everyone. If the Government does not change the system and invest in other accommodation models, 200 people under 50 will still be admitted to nursing homes each year in Australia. 1 Slow-Stream rehabilitation or transitional living services embed rehabilitation into everyday activities in a home-like environment rather than a hospital environment. These services enable people to maximise their independent living skills and abilities, live in the least restrictive environment and, over the longer term, reduce lifetime support needs and cost of care.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 12 |
  17. 17. 3. As per the ratified UN Convention, people with disability ought to have the right to choose whom they live with and where. People with disability are just like everyone else. They want somewhere to live, someone to love, and something to do.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 13 |
  18. 18. Quotes The following quotes illustrate how moving from a nursing home to an environment that is more home-like has given these young people the ability to make everyday choices for themselves. These people participated in the my future my choice initiative, and were part of the Summer Foundation’s evaluation of that same program: “right now, you know, i love it. i can play music loudly and i can play my own music.” “clean my own clothes…just chuck them in the washing machine, put some powder in it, and psssh.” “you can make your own mind up what you want for tea. what you want for lunch or whatever.” “just being yourself, eat when you want to eat, just be who you want to be.”BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 14 |
  19. 19. “at first… it was unusual to go out the front door but now i’ve done it quite often, it’s just…it’s not so formal…you’re free. i have a life.” “it feels like home. i never could say i wanted to be in a nursing home. i could never call it ‘home’.” “i’m always doing something. they’re either getting me into the kitchen helping them or doing something else. i always have the option of making something and that i think it is great.” “i suppose there’s a sense of security because you know it’s your home and it’s a sense of belonging…you do participate in a lot of the day-to-day things, running of the house and that, and that’s always good.”BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 15 |
  20. 20. Young People in Nursing homes • Statistics 82% never go out to visit their friends. 56% don’t have a say in what time they go to bed. 52% won’t be visited by a friend this year. 45% don’t go out to the movies, cafés or to sports events. 27% are parents of school-aged children. 13% hardly ever go outside.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 16 |
  21. 21. Internet usage in Australia The Facts According to Nielsen Online, there were 15.6 million Australians using the internet in the 7,820,000 month of July. Whilst Gen X (18-34 yrs) and online users Gen Y (35-49) are viewed as the most tech- savvy users, Baby Boomers (50-64) account for 20% of all online traffic and spend nearly 100 hours each month online. In the month of July, 72% visited Facebook and were 27% more likely than any other group to visit Linkedin. 7,791,000 online usersBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 17 |
  22. 22. number of online australians by age group and gender males 50+ females 2-17 females 18-24 5% 16% males 35-49 7% 13% females 25-34 9% 10% males 25-34 14% 6% 15% 5% females 35-49 males 18-24 males 2-17 females 50+ Source: Nielsen Online Ratings July 2012BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 18 |
  23. 23. Social media statistics Facebook figures for australia as at august 2012 Facebook now has more than 950 million total users 11,454,200 people using the social networking service % population 53.87% worldwide each month, with 543 million % online population* 67.43% accessing it via a mobile device, which is gender split (m/f) 47% / 53% a whopping 67% increase over the past 12 largest age segment 25-34 (26%) months. average time on site 21:40 In Australia, the figures for August state that Source: and * there are almost 11.5 million Facebook users, figures for bbl facebook page as at 13 september 2012 which represents 54% of the population, and total likes 3037 ranks Australia 21st in the world with regards gender split (m/f) 25% / 75 % to numbers of people using this social media largest age segment 35-44 (21.2%) platform. next largest age group 25-34 (20.7%) Source: Facebook Inc. In the four weeks to 14/09/12, of the 784 New Likes, 599 came from people using mobile devices.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 19 |
  24. 24. Twitter Twitter has 500 million registered users figures for australia as at august 2012 worldwide, however according to a recent total users 1,800,000 study1, only 34% of them are active (have made % population - a change to their account within a 3-month gender split (m/f) 66% / 34% period). largest age segment 45-54 (35%) average time on site 10:50 Source: 1 Study completed by French analytics firm Semiocast in July 2012.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 20 |
  25. 25. LinkedIn LinkedIn has over 175 million users figures for australia as at august 2012 worldwide, with over 2 million LinkedIn total users* 3, 241, 470 company pages. % population* 15.24% % online population* 19.03% LinkedIn Australia estimates that there are gender split (m/f) 59% / 41% approximately 4.8million professionals in largest age segment 45-54 (37%) Australia, with over 60% using LinkedIn. average time on site 8:50 Source: and *www.socialbakers.comBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 21 |
  26. 26. YouTube YouTube is the second largest search engine figures for australia as at august 2012 in the world, with about 2 million searches total users 11,00,000 uav per day and an unbelievable 72 hours of % population 48.44% video content uploaded to the platform every minute. (Margin Media) gender split (m/f) largest age segment average time on site 18:20 Source: BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 22 |
  27. 27. Other Platforms figures for australia august 2012 august 2011 blogspot 4,000,000 4,700,000 uav 1,600,000 2,000,000 instagram 1,283,500 - tumblr 1,200,000 1,000,000 trip advisor 960,000 - flickr 820,000 1,300,000 pinterest 620,000 - google plus 600,000 362,500 myspace 390,000 920,000 yelp 192,000 - reddit 150,000 100,000 stumbleupon 110,000 150,000 Source: BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 23 |
  28. 28. Social media example 1 • NDIS campaign Case 1 • NDIS campaign There has been a lot of media coverage in car registration, you will receive rehab and the past 6 months about the campaign for a other services and will most likely move national disability insurance scheme (ndis); into shared supported accommodation, not which governments will support it (currently a nursing home. If you fall off your bike or only Qld has not agreed to participate in the skateboard and suffer the same type of injury, national scheme) , and what it will mean for more often than not, nursing home care will people with disability in Australia. be the default option. Currently, the disability service system in Australia is in tatters. People get access to services such as rehabilitation depending upon how they acquired their disability. For example, in Victoria, if you have a car accident and sustain an abi, through the tac premium each Victorian driver pays on theirBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 24 |
  29. 29. Case 1 • NDIS campaign the implementation of the The Every Australian Counts ndis will mean that all people campaign has been leading the call for with disability, regardless governments to act, and Building Better of how they acquired that Lives has been integral to this, with our disability, will get equal access campaign imagery featuring on their to services that are needed. website. Every Australian Counts is hoping to sign-up 200,000 supporters for many, this can’t come soon (currently around 130,000) and in each enough. e-newsletter BBL sends out, a reminder to register is highlighted.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 25 |
  30. 30. Case 1 • NDIS campaign Whilst the disability sector is still trying • the ndis is not a silver to figure out how exactly the system will bullet. it will not operate, and what will be included or fix everything. young excluded, whenever and wherever the people in nursing homes ndis is mentioned, we need to respond need to have other with these points: accommodation options. • the full ndis will not be rolled out until 2018. what happens to the people who need services now?BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 26 |
  31. 31. Social media example 2 • The Project On July 24, Channel Ten’s The Project featured a story on two young men in their 20’s, Shannon and Ben. Ben moved out of a nursing home as part of the National YPIRAC program Contrasting the stories of Ben and Shannon that ended in June 2011. Whilst in the nursing perfectly highlighted the case for getting young home, Ben didn’t talk, and was fed through a people out of nursing homes and into more tube. After moving out, he has started eating home-like environments where they have the and talking again - his mother couldn’t believe opportunity to reach their potential. it when one day he said, “Hi Mum”. Unlike Ben, Shannon missed out on a place in this program and at the time of going to air, was still in a nursing home.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 27 |
  32. 32. Case 2 • The Project (Channel 10) What did BBL do? With the coag meeting on the ndis FACEBOOK Share the posts from scheduled for the day after the airing of the Building Better Lives on your own profile segment, BBL sent out an email to everyone page and ask your friends to also share on our newsletter subscriber list (approx your post. 2500) asking them to ‘make as much noise as possible about the injustice of young people TWITTER Follow both @theprojecttv being forced to live in nursing homes because and @BBLcampaign and get your fingers there is nowhere else for them. We want the working during the program! state, territory and federal governments to JOIN The Project Online forum (choose commit to the full implementation of the ndis.’ The Project stories and other news) so BBL asked supporters to: that you can make a comment while the story is airing. EMAIL Forward this onto everyone in your contact list and ask them to show their support for the ndis and young people in nursing homes.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 28 |
  33. 33. Case 2 • The Project (Channel 10) Our key messages Here’s what we’ll be tweeting • Nursing homes are simply the wrong Feel free to modify for your own use or place for young people with disability simply re-tweet our tweets: @theprojecttv story on Young • We need commitment from state and People in Nursing Homes clearly federal governments to fully implement shows why Australia needs to the NDIS at COAG commit to the FULL implementation • We need to stop new admissions of of #NDIS! #YPINH young people to nursing homes We must stop young people from • We need to build more housing options being admitted to nursing homes for the 3000 young people still in in the first place #YPINH #NDIS @ nursing homes theprojecttv • Slow-stream rehabilitation maximises potential and decreases life time care costs.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 29 |
  34. 34. Case 2 • The Project (Channel 10) #NDIS isn’t a silver bullet. More BBL also promoted the airing of the segment housing options have to be built on Facebook, Twitter and LinkedIn. for young people in nursing homes. #YPINH @theprojecttv By giving supporters specific guidelines, it was found that the take-up was much higher @theprojecttv all people with than if a general email had been sent out about #ABI should have access to rehab, the television program. appropriate housing and support. Aren’t we in Australia? #YPINH #NDIS LET’S GET YOUNG PEOPLE OUT OF NURSING HOMES. LET’S DO IT TODAY. -- ends --BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 30 |
  35. 35. Scenarios Engagement with Others A fundamental part of the BBL campaign is Whilst the enthusiasm to do something is educating and informing the wider community appreciated, we need to let the person know about what young people with disability (and that young people with disability do not want their families) want as alternatives to aged to live in institutions. They want to be part of care nursing homes. the community. A suggested response would simply be: One idea that members of the public have suggested often enough to warrant inclusion i don’t think that young here is that of a nursing home built specifically people should be in for young people. A post on the BBL Facebook institutions. they should page said, be living in the community. cant we get a group of they want to go to cafés, people together and invest shops & sports events just in building a home for the like the rest of us. young ones? it cant be that hard really????BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 31 |
  36. 36. Engagement with Others The Integrated Housing Model (see p.5) will BBL is not saying that nursing homes are bad be the first of its kind in Australia, where people places, just the wrong place for young people with disability will live close to community with disability, where the average age is 83. facilities, shops and public transport, as well Sadly, many young people have lost friends as have access to 24-hour on-call support. time and time again in the nursing home. Residents will be able to choose to live either by themselves, share with another person Says BBL Ambassador Vicky Smith, who (who may or may not have a disability) or live lived in a nursing home for 23 years, with their partner and children. In countries such as Canada, integrated models of housing “having five people i lived have been operating for more than 15 years. with die in one year — i couldn’t handle that.” Another possible comment, you are putting down nursing homes and that is wrong.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 32 |
  37. 37. Allies The following are people/groups that have re-tweeted about BBL: Every Australian Counts ndis Campaign, @EveryAustralian Graeme Innes, Australia’s Disability Discrimination Commissioner, @Graemeinnes Human Rights Australia, @AusHumanRights Stella Young, ABC Ramp Up Commentator, @stellajyoung ABC Ramp Up, @ABCRampUp James O’Brien, ndis State Campaign Coordinator - Vic & Tas @jpobrien74 Carers Victoria @CarersVictoria The Project, @theprojecttv Pro Bono News, @ProBonoNews if you are unsure how best to respond, then don’t. Follow up with Kate Carmichael via SMS or email.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 33 |
  38. 38. About the Summer Foundation Established in 2006, the Summer Foundation aims to resolve the issue of young people in nursing homes by working to change human service policy and practice. The Summer Foundation utilises a range of strategies to influence health, housing and disability services policy and practice related to this target group. The three key areas of focus are: Research: Conducting and fostering research that provides an evidence base for policy change Creating a movement: Supporting people with disability and families to tell their story, raise awareness and keep the issue on the political agenda Housing: Increasing the range and number of supported accommodation options.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 34 |
  39. 39. The Summer Foundation The combination of Summer Foundation co-written by ceo Dr Di Winkler and Research research and the Building Better Lives Manager Libby Callaway, with another 10 campaign is a powerful synergy that is having articles published on various news websites. a significant impact on disability policy. For Two websites had links to specific digital stories example, on July 9, the Summer Foundation of young people with disability that featured released a report, funded by the Victorian in the BBL Digital Story Exhibition. Summer Government, called the Evaluation of quality Foundation staff participated in 11 radio of life outcomes of the Younger People in interviews, two of which involved Ambassador Residential Aged Care Initiative in Victoria. Adam Greaves and another that involved the parents of a young man in a nursing home. Media coverage of this research included a story on Channel Ten’s The Project (24/7) and Media coverage is critical for translating articles in the Sydney Morning Herald (25/6) the findings of research undertaken by the and the Bendigo Advertiser (9/7) featuring Summer Foundation into disability policy. stories of Building Better Lives ambassadors. The Conversation, On Line Opinion and ABC’s Ramp Up published Opinion Pieces written orBUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 35 |
  40. 40. Further information Information Online Opinion/Forums Reports Australian Government (2009) Shut out: The experience of people with disabilities and their families in Australia Canberra: Commonwealth of Australia. Winkler, D., Farnworth, L., Sloan, S., & Brown, B. (2010) Getting out: Mid-term Evaluation of the National Younger People in Residential Aged Care Program. Melbourne: Summer Foundation Ltd. Winkler, D., Holgate, N., Sloan, S. & Callaway, L. (2012). Evaluation of quality of life outcomes of the Younger People in Residential Aged Care Initiative in Victoria. Melbourne: Summer Foundation Ltd.BUILDING BETTER LIVES SOCIAL MEDIA TOOLKIT OCTOBER 2012 | 36 |