1.
Phase 2 outcomes
• Improve public attitudes by 5%
• Reduce discrimination by 5%
– Reduce the number of areas of life in which people with mental
health problems experience discrimination
• Improve the confidence and ability of people with
mental health problems to tackle discrimination
• Improve the social capital of people with mental health
problems

2.
Impact so far
• The number of people living discrimination-free lives has
increased by 3%
(Viewpoint survey, Institute of Psychiatry, Kings College London and Rethink Mental Illness
2011 )
• Average levels of discrimination have dropped by 11.5%
(Viewpoint survey, Institute of Psychiatry, Kings College London and Rethink Mental Illness
2011)
• Public attitudes have improved by 2.4%
(National Attitudes to Mental Illness survey, 2012)
• There is a clear link between awareness of Time to Change
and improved knowledge, attitudes and behaviour
(Evaluation by the Institute of Psychiatry, King’s College London)

3.
Why focus on stigma and discrimination?
9 out of 10 young people report
having experienced negative
treatment from others.
57% said fear of stigma had
stopped them applying for a
job.
Fear of being bullied or
discriminated against stopped
them telling others about their
mental health problems.
49% fear telling family
71% fear telling friends

4.
Kent and the South East
Demographics
• There are 1,075,971 young people aged 15 to 25 in the South East.
• The universe of black and minority ethnic groups, within the age range of 15
to 24, in the South East is 107,597.
• South East has 472 state funded secondary schools.
• There are an average of 977 pupils per secondary school, therefore the
universe of secondary school aged children and young people available to
target in the South East is 461,144.
We have taken a three tier approach to working in the West Midlands as a
region:
• Mass reach: across the whole region (social marketing activity)
• Targeted activity : towns, cities, counties (pop up village event in
Birmingham)
• Specific communities: activity to reach specific communities within a
closely defined area (specific activity aimed at faith groups, parents as key
influencers)
•

5.
Key Stakeholders
• Young People
– 1 in 10 / 9 in 10
– Focus on 14 to 18 year olds
– Young People’s panel
• Families
– Parents as influencers of young people
• Those who work with young people
– Both within and outside of the mental health arena
– Community leaders as well as youth professionals and volunteers
• Organisations and structures
– Organisations in touch with young people

6.
The key elements of Time to Change
Social marketing campaign
• Stand Up Kid – 3 minute long film
• Activity launched end of
September 2012.
Total number of views: 101,806,
UK views 71,825 of which 40,437
in the 13 to 17 age bracket.
• Won two 'British Arrow' awards
(formerly known as the British
Television Advertising
Awards).
• Digital: blogs, PS3 game, online
game, twitter, facebook
• PR radio, magazines including
Top of the Pops, Shout and Bliss,
local newspapers and community
magazines
Youtube.com/
timetochangecampaign
Mass reach activity aimed at our target audience(s) to enhance events and “in
person “activities.

7.
14. SECTION 2
Film

8.
The key elements of Time to Change
Community engagement
• Focused on bringing young people with & without
mental health problems together to talk about
mental health
Events
• Birmingham Pop Up ‘Village’ – 25 volunteers, had 894
meaningful conversations about mental health. 144
people Stand Up Kid at the cinema.
• Pop Up Village School Roadshow

9.
The key elements of Time to Change
Organisational engagement
To indicate your intended plan of action
to involve young people in challenging
stigma and discrimination
Celebrate your anti-stigma work
• Work alongside the CYP team to put together an action plan
• Action plan could include:
– Run an internal campaign using Time to Change artwork and other material
– Run Time to Change event e.g. pop up village, a PSHE session or assembly
– Provide staff with the time to attend the Train the Trainers session (4 hours)
– Support young ambassadors who may want to roll out a Time to Change
campaign in your community
– Guide young people and parents to sign the individual pledge http://www.time-to-
change.org.uk/pledgewall

10.
The key elements of Time to Change
Education sessions
A key component in how we tackle stigma and discrimination; aimed at
professionals who work with young people and families
Training for trainers
• 4 hour session; expectation to deliver 3 hour session directly to up to 3 groups of
young people
• Personal action pack
• Manual and memory stick
• Co-facilitated by young person with personal experience
Materials
• Downloadable 50 minute and 10 minute sessions
• Downloadable Comic Relief sessions
• Personal action packs
• Posters, postcards, keyrings, wrist bands, note pads
• PS3 Game based on Little Big Planet
• Online game (in development)
• Pop Up Village

11.
The key elements of Time to Change
Social leadership
• Young people with personal experience of mental health problems actively
involved in Time to Change and their own communities
• Media volunteers
• Evaluators
• Young People’s panel
• Work with us to develop digital content
• Co-facilitate our stakeholder education programme
• Minimum two days of training and on-going support

12.
The key elements of Time to Change
Panels
• Participation of young people and families through panels and advisory groups
Young People’s panel
• Young people with and without personal experience of mental health problems
• Between ages of 14 and 25
• From across England
• Meet in London quarterly; in contact virtually throughout year
• Advise, contribute and are consulted on many aspects of the TTC programme
• Receive training and support
• Commitment minimum one year
Advisory panel (including parents)
• Representatives from up to 15 youth organisations from within and outside the mental
health world
• Facilitate connections to networks for whom Time to Change could add value
• Critique our plans; lightly steer our direction; keep us on track
• Form sub-groups as need arises and expertise allow
• Promote Time to Change
• Consider signing the CYP organisational pledge

13.
What can you do now?
• Local non mental health youth organisations that we could work with.
• Hold your own event or support ours
• Develop an action plan and sign the CYP pledge
• Could you recommend our next social leaders?
• Apply for a grant – round 4 opens 17th July 2013
www.time-to-change.org.uk