Challenging Stigma In Scotland and New Zealand

1
Challenging StigmaIn Scotland and New Zealand

• Scotland - see me
• New Zealand - Like Minds Like Mine

2
Roots, Remits and Resources

• Grass roots pressure
• Government priority with funding attached
• Like Minds 1998 inside government
• see me 2002 led by NGOs
• Change stigmatising behaviour by targeting
  attitudes
• see me whole population
• Like Minds 15 to 44 yrs of age

3
Talking Tactics

• Both based on evidence of what works
• High profile advertising and media work supported
  by national and local activities and on-going PR
• High level of engagement and strong profile of
  people with experience of stigma
• Learning and improving by using range of
  evaluation and tracking tools

4
The trouble with the media

• Major source of (mis)information
• Use of derogatory terms
• Exaggeration of link with violence
• Absence of comment from people with experience of
  mental ill-health
• Stigma not an issue

5
A dual approach

• Engage build relationships
• Encourage support the positive
• Enable provide people for interview
• Discourage media guidelines/training
• Disapprove media-watching

6
Results

• Reduction in derogatory terms
• Mental health issues and stigma on the media
  agenda
• Increase in direct comment from people with
  experience of stigma
• On-going relationships between campaigns and
  media professionals established

7
National and localScotland

• see me
• A collaborator not a funder
• Partnerships based on personal relationships
• Flexible and responsive to local circumstances
• A catalyst and a resource

8
National and localNew Zealand

• Like Minds Like Mine
• A contractor and funder

9
National and localResults

• Increase in volume and range of anti-stigma
  action
• In Scotland, new local funding for jointly
  developed and run local see me campaigns
• Improved local profile of anti-stigma work
• Increase in number of people involved in
  anti-stigma action

10
Making a difference

• Evidence from both countries shows improvements
  in key attitudes
• Dangerousness
• Acceptance
• Awareness of recovery

11
Challenges

• Maintain the momentum
• Consolidate achievements to date
• Change behaviour as well as attitudes
• Carry on learning and sharing