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SOCIAL INCLUSION   Queensland Alliance   <ul><li>www.qldalliance.org.au </li></ul>
SOCIAL INCLUSION: How do we make it so? <ul><li>Jeff Cheverton </li></ul><ul><li>Chief Executive Officer </li></ul><ul><li...
What  you  do  makes a  difference
SOCIAL INCLUSION CAMPAIGNS? <ul><li>High profile mass media social marketing </li></ul><ul><li>Challenges stereotypes + ne...
SOME EXAMPLES OF   MASS MEDIA SOCIAL MARKETING
New Zealand  Like Minds, Like Mine
New Zealand  Like Minds, Like Mine
New Zealand  Like Minds, Like Mine
Scotland: See Me 2006
Scotland:  See Me 2008
Scotland:  See Me  2008
Scotland: See Me 2008
Scotland:  See Me  2008
Positive Elements: <ul><li>High quality and reach of mass media </li></ul><ul><li>Positive images and “feel” </li></ul><ul...
<ul><li>DIVERSE grassroots projects </li></ul><ul><li>Real people with lived experience </li></ul><ul><li>National trainin...
But the TV ads are just the tip of the iceberg!
POWER OF DIRECT CONTACT <ul><li>Case Consulting </li></ul><ul><li>http://caseconsulting.co.nz/images/stories/pdfs/power_of...
New English Campaign TIME TO CHANGE ₤18M over  4 years
 
Mental Health Commission  of Canada   <ul><li>  Michael Kirby, Chair  </li></ul><ul><li>Neasa Martin, consultant </li></ul>
THESE CAMPAIGNS WORK <ul><li>See Me  Campaign </li></ul><ul><li>17% Scots believe people with mental illness are dangerous...
THESE CAMPAIGNS SAVE $$ <ul><li>London School of Economics and Institute of Psychiatry, Kings College find discrimination:...
SUMMARY <ul><li>We know how to challenge discrimination and promote inclusion </li></ul><ul><li>We know these campaigns ch...
What  you  do  makes a  difference
Social Inclusion
Social Inclusion
Social Inclusion
Social Inclusion
Social Inclusion
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Social Inclusion

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Social Inclusion in Mental Health

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Social Inclusion

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

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