07/11/2007

Johannes Parkkonen

Campaign Implementation Manager

In the Minds of Men seminar

Perth

18th January 2011

Vision

A Scotland in which all people with mental health problems are fully equal

and included

Stigma• Beliefs and prejudices, based on stereotypes, held both in

society and by individuals; “mark”/label

Discrimination• Behaviour that results when we start acting on these beliefs

& prejudices

Power difference• Between the “stigmatised” and the “stigmatiser”

Stigma? Discrimination?

David Dempster, Easterhouse

“When I was off work with a broken leg I got loads of support from the fire

brigade. Crew were always dropping by, so much so there was almost always

a fire engine outside the house! When I went off sick with depression there

was nothing. Not one card, call or visit. I had to prove I was ill by undergoing

two additional medicals. Then, when I was well again, the fire service didn’t

want me back... in any capacity. Twenty years of service and expertise written

off! ...It’s time for every one of us to help create a climate in which we can all

talk openly about mental health problems, get help when we need it and get

rid of the negative attitudes which belong in the past.”

Lived experience of stigma – one example

“I would love to go out more places such as the

local pub and library but I am too frightened to in

case I am dangerous. I have never been

dangerous but you read about schizophrenics

being dangerous all the time in the paper, so I

thought that because I have schizophrenia that I

would be dangerous if I went out”

Danny, Ayr

• Scotland’s national campaign to end the stigma and discrimination of mental ill-health

• An alliance of five mental health organisations• Fully funded by the Scottish Government• Target audience is the Scottish general public

‘see me’

Aims • Change public understanding, attitudes and

behaviours

• Enhance the ability of people to challenge stigma and discrimination

• Ensure that all organisations value and include people with mental health problems and those who support them

• Improve media reporting of mental ill-health

(from The Simpsons, episode 6 in 1990)

“Well, it doesn't matter how you feel inside,

you know. It's what shows up on the surface

that counts. That's what my mother taught me.

Take all your bad feelings and push them

down. All the way down, past your knees, until

you're almost walking on them. And then you'll

fit in, and you'll be invited to parties and boys

will like you, and happiness will follow.”

Mental health – the last taboo?

• Social image of masculinity: Nature vs. Nurture?• 31% of women experienced a mental health problem

compared with 20% of men (PAS 2008)

• Women more likely to tell family or friends about their mental health problem (91% versus 75%)

• Men more likely not to tell anyone (22% versus 7%) (PAS 2008)

• In 2009, the suicide rate for males was just under three times that for females

Mental health & men

• Women tend to report higher rates of depression; men higher rate in schizophrenia

• ‘see me’ stigma survey:• 75% respondents female (Hear Me 2)

• Men have higher rate of stigma in employment & service; women from friends & family (Hear Me 2)

• “Face-to-face”… or “Shoulder-to-shoulder”?• Men more likely than to cite leisure activities, hobbies

and a social life as positive influences (PAS 2008)

• Women were more likely than men to mention seeing friends and family (PAS 2008)

Mental health & men (cont.)

It is harder to crack a prejudice than an atom

Albert Einstein

…so how is ‘see me’ doing it?

How we work

• Be direct without being shocking

• Involve people with mental health problems & carers

• Start from where the public IS

• Do not blame the public

Tackling stigma needs a range of approaches

PR

Local Initiatives

First Person Voice

National Actions

Advertising

Media Monitoring

Online

Partnerships

Visual “journey” 2002/03

2004 – 2006: Particular emphasis on Employers and Workplace & Children and Young People

‘see me’ in 2009 “Be there. Be yourself.”

• Encourages friends, family,

colleagues to be supportive

• Strong emphasis on recovery

• TV/radio/poster ads and website

www.seemescotland.org

• Men & women specific adverts

2010 ‘see me’ I’m still…..

Main activities over the last two years…

• Broad-brush social marketing approach

• Tackling stigma in targeted community settings

• Developing our Children and Young People’s Campaign

• Tackling stigma and discrimination within the National Health Service (NHS)

• Promoting and supporting LOCAL ACTION tackling stigma and discrimination

• Linking local groups with national activities

• Regional Meetings

• Research to understand attitudes and behaviour

• Using First Person Voice and engaging with people with lived experience of mental ill-health

‘see me’ Pledge and Local Support

The ‘see me’ media strategy

• Positive approach – Inform and educate

• Work in partnership with the media

• Monitoring the media daily

Be prepared to take action…

but pick your fights

• Sign the ‘see me’ Pledge• Raise awareness in the workplace• Display campaign materials & participate in activities• Become a media volunteer or volunteer speaker• Stigma Stop Watch – Challenge individual incidents of

stigma• Social networking - join our Facebook group, forums & blogs

on website, or follow us on Twitter• Learn, and tell others, how to be a supportive friend, family

member or colleague

What can YOU do?

What can YOU do? (cont.)

• Remember that people can and do recover.• Don't shy away from the issue. Ask what you can do to help. • Remember that your friend or family member is likely to be

very nervous about telling you how they feel. • Put aside any preconceived notions about mental ill-health

and listen to the person’s individual circumstances. • You don't have to have the 'right' answers; listening shows

you care. • Remember that the mental health problem is only a part of

who they are. • People with mental health problems often feel excluded and

alone. Continue including the person in your everyday plans.

You can also pledge YOUR personal support!

Go to www.seemescotland.org/badge/...…Have your photo and message of support ready……And let others know via Facebook and Twitter that you have pledged

your support to ‘see me’!

Thank You!

'see me' - Let's stop the stigma of mental ill-health 1/3 Great Michael House14 Links PlaceEdinburghEH6 7EZ Telephone: 0131 554 0218

Email: info@seemescotland.orgWeb: www.seemescotland.org & www.justlikeme.org.uk

'see me' is run by an Alliance of five mental health organisations and is fully funded by the Scottish Government.