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SOCIAL INCLUSION
Queensland Alliance
www.qldalliance.org.au
SOCIAL INCLUSION:How do we make it so?
Jeff Cheverton
Chief Executive Officer
Queensland Alliance
Churchill Fellow 2007 -Fundraising for Mental Health Advocacy
www.qldalliance.org.au
What you do makes a difference
SOCIAL INCLUSION CAMPAIGNS?
High profile mass media social marketing
Challenges stereotypes + negative attitudes about mental illness
Linked to grassroots community education projects
Leadership from people with lived experience of mental illness
SOME EXAMPLES OF
MASS MEDIA
SOCIAL MARKETING
New Zealand Like Minds, Like Mine
New Zealand Like Minds Phase 3
New Zealand Like Minds, Like Mine
USA: What A Difference A Friend Makes
Australia: Beyond Blue Depression
New Zealand Like Minds, Like Mine
Scotland: See Me 2002
Scotland: See Me 2006
Scotland: See Me 2008
Scotland: See Me 2008
Scotland: See Me 2008
Scotland: See Me 2008
Scotland: See Me 2008
Positive Elements:High quality and reach of mass media
Positive images and “feel”
“Ordinary” people + settings
Focus = discrimination (not promotion)
DIVERSE grassroots projects
Real people with lived experience
National training, regular gathering
Evaluation – market research + feedback from people with lived experience
Positive Elements:
But the TV ads are just the tip of the iceberg!
POWER OF DIRECT CONTACTCase Consultinghttp://caseconsulting.co.nz/images/stories/pdfs/power_of_contact.pdf Patrick Corrigan in USA; Graham Thornicroft in UK
People who have experienced madness /mental health problems
Directly speaking to others
Challenging stereotypes
Social marketing remains critical to capture imagination and inspire
New English Campaign
TIME TO CHANGE
₤18M over 4 years
Mental Health Commission of Canada
Michael Kirby, Chair Neasa Martin, consultant
THESE CAMPAIGNS WORK
See Me Campaign17% Scots believe people with mental
illness are dangerous (32% before)
Like Minds Campaign51% ashamed of diagnosis (was 65%)25% accept babysitter (was 12%)38% don’t think dangerous (was 27%)
THESE CAMPAIGNS SAVE $$
London School of Economics and Institute of Psychiatry, Kings College find discrimination:
Reduces period of time seeking treatment (DUP = duration untreated psychosis) Reduces achievement at work + schoolReduces investment in services
Assuming modest changes in attitudes, cost-saving of at least ₤4.26 per person
SUMMARYWe know how to challenge discrimination and promote inclusion
We know these campaigns change public attitudes
We know changed attitudes improve quality of life and save resources
SO LET’S WORKS TOGETHER TO GET ONE!
What you do makes a difference
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