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Section Title
Hello
Section TitleWho we are
We are a growing movement of people across England who want to change how we all think and act about mental health.
• Improve public attitudes by 5%
• Reduce discrimination by 5%
• Improve the confidence and ability of
people with mental health problems to
tackle discrimination
• Improve the social capital of people with
mental health problems
Section TitleWhat we want to do…
Section TitleWho we are
Why?
Who?
How? What next?
Who?
Section TitleWhy?
Why?
Why?
Section TitleWhy?
Stigma and discrimination are life-limiting and life threatening
Why?
Section TitleReal experiences…
‘Reclaim’ depression, stress and anxiety as illnesses
This will simplify the task of generating good attitudes
towards all people with mental health problems
• 9 out of 10 people with mental health problems
experience stigma and discrimination in some area
of life
• 8 out of 10 have been discriminated against in
their personal lives – from family, friends,
neighbours, partners, in their social lives or dating
• Two thirds say the stigma is as bad as or worse
than the illness itself
It has caused
family and
friends to drop
me.
I suddenly got abuse in the streets.
The friends that I’d had drifted away, I
didn’t leave the house unless it was
absolutely necessary. I felt like I never
connected with anyone or like they
wanted or cared about helping me.
Section TitleWhy?
Who?
Why?
Section TitleSubconscious stigmatisers
How?
It’s like walking
on eggshells
It’s frightening, I
don’t know
enough
It’s sad, but it’s
not me
25-44 year olds, B,C1,C2, men and women, England only
I wouldn’t
want anyone
to know if it
was me
It’s like
walking on
egg shells
It’s sad but
it’s not me
It’s more
common than I
thought
What’s
discrimination
got to do with
mental health?
It’s frightening,
I don’t know
enough to help
• People with lived experience
• Young people (14-18)
• Parents
• Teachers
• African and Caribbean communities
• South East Asian communities
• Health professionals
Section TitleWho else?
Section TitleWhy?
How?
Why?
Section TitleHow?
Attitudes + behaviour
= ending discrimination
Section TitleGetting to people
National Local Individual
On a (long) journey…
On the agenda Your role Taking action Next?
Section TitleOn the agenda
Section TitleAlways about audience
Section TitleMirror people’s experience
Ready for action
Clear on action
Bright spots
Bright spots
Social norms
“Just the fact that there 'was' a
Facebook group and a new
campaign, sort of made it okay
to tick that little 'mental health
issues' box on my college
application form. First time
ever.”
TTC Facebook fan
Build a movement
Support a movement
Going further…
Section TitleWhat’s worked?
• Attitudes and intended behaviour – population level change, campaign audience change
• Behaviour –people with mental health problems experiencing less discrimination
• Awareness – reach, recognition, understanding
• Engagement - pledges, download resources, sign
ups, shares
Measuring impact: Attitudes and behaviour
3.4 million people
have improved
attitudes
2.8 million intend to
improve their
behaviour
Section Title
Measuring impact: Discrimination
41.630.1 28.7
27.034.3 30.8
26.3
01020304050
4
Our regular survey of people accessing specialist mental
health services shows a significant reduction in reported
discrimination in relevant life areas from 40% in 2008 to
26.3% in in 2014
Reported discrimination in relevant life areas
60% 64%• 30.1 million people reached, 15 OTS/H,
• 9.8 million of target audience
44% campaign
awareness = 4.71
million
14% claimed it made them ask
someone ‘how they are doing’ =
648k
46% claimed it made them think
about asking someone ‘how they
are doing’ = 2.1 million
9% claimed it made them start
talking about own mental health
problem = 424k
Results (autumn 15)
As a results of seeing the campaign have you
talked to someone?
• Men focused, not aware, not engaged
• Ready to change
• Young people 11-18
• Hubs, partners, sustainability
Section TitleThe next part of our journey…
Section Title
Thank you
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
14 July 2016
London
#CCbehaviourchange
Developing
behaviour change
campaignsSponsored by
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