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My presentation to a group of students from Regis University who were visiting New Zealand. Their interest was in the highly successful "Like Minds, Like Mine" campaign, and also the use of social media for social change. Interestingly, although LMLM currently doesn't use any social media, the principles are the same: have a clear simple message, build relationships and spark conversation.
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Social Mediafor
Social Change
Presented by Simon YoungCatalyst/Cofounder
iJump
2003
“mental health gains will be minimal if the person lives in a hostile and uninformed community”- 1996 Mason Report
Photo by D Sharon Pruitt
Two goals:
• Create supportive environment for people with mental illness
• Bring down barriers of stigma and discrimination
Phase One (2000)
• Raising awareness
• Getting people talking and thinking
• Featured famous, aspirational NZers
Phase two (2001->)
• Strengthen positive public attitudes
• Improve public understanding/acceptance
• Improve understanding of impact of mental illness
• Create dialogue
• Counter negative stereotypes
Phase 2 (contd)
• Encourage people working in mental health sector
• Create a positive platform for policy change
Facts
• 1 in 5 NZers suffer from mental illness
• Most NZers discriminate through ignorance, not malice
• Maori and Pacific Island views need to be addressed differently
To significantly reduce discrimination ... education is not enough... litigation is not enough.
What is required are multi-stranded, persistent strategies.”
Liz Sayce
Multi-Stranded(more than mass media)
• Relationships built with 26 regionally-based organisations around NZ
• Included 11 Maori-based orgs
• Included 3 Pacific Peoples orgs
• Local relationships = local media coverage
2002 campaign
• Focus on friendships
• TV for mainstream audience
• Targeted radio for Maori/Pacific Island audience
Multi-stranded
• Training for other government agencies
• Relationships with journalists
• Media training for spokespeople
• Newsletter for influencer groups
A Beautiful MindMovie tie-in
Success
• 87% “people with mental illness can lead a normal life”
• 80% “I am more accepting of people with mental illness”
• 93% “mental illness can happen to anyone”
• 79% unprompted ad recall
• 60% discussed advertising with others
Since then...
• website: likeminds.org.nz
• national contractors: events, training, freephone service
• regional providers: workshops, promotional events, developing policies and procedures
2008 Effie Awards
• Won the grand award for “sustained success”
• Other results:
• Acceptance levels improving
• Documentaries resulting from campaigns
• More people seeking help
• WHO recognises best practice
Success secrets?
• Strong, simple message
• Relationship-building with key stakeholders/influencers
• Conversational focus
• Acknowledging larger context
Online
• Lots of online resources
• But not much social media - yet
Conversation
• How could they do this better?
Other social media/social change initiatives
• The LowDown
• Internet Blackout
• Twestival
• Givealittle
LowDown
• Web-based
• Interactive
• Music/Pop culture
• Why not social media?
#blackout bingo
if all the avatars are black, yell
“COPYWRONG!”
Protest on parliament
Blackout
• Grassroots
• Simple, clear idea
• Easy to take action
Twestival
• Global
• Easy to be involved
• Automated
Givealittle
• Platform for individuals
• Can be a ‘hub’ for other social media activity
