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Attitude and behaviour change – it takes a generation

Attitude and behaviour change – it takes a generation Purpose– The purpose of this paper is to describe the work of the Children and Young People's Programme of Time to Change, which is England's biggest campaign to end the stigma and discrimination that surrounds mental health. Design/methodology/approach– The paper draws upon research into the nature and effects of mental health stigma and discrimination on young people and also outlines the strategy of the Time to Change campaign and its initial outcomes. Findings– The paper includes testimonies from young people with lived experience of mental health problems about the stigma and discrimination they have faced. It also outlines the aims, objectives and stages of implementation of the Time to Change Children and Young People's Programme. The paper particularly focuses on the campaign work undertaken in secondary schools, the social leadership programme for young people with lived experience of mental health problems and the process of designing effective campaign messaging for social media. Originality/value– Time to Change is England's biggest campaign to end the stigma and discrimination that surrounds mental health. This paper provides a unique insight into the process of developing and rolling out an anti-stigma campaign for young people. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Mental Health Training, Education and Practice Emerald Publishing

Attitude and behaviour change – it takes a generation

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-6228
DOI
10.1108/JMHTEP-09-2014-0026
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to describe the work of the Children and Young People's Programme of Time to Change, which is England's biggest campaign to end the stigma and discrimination that surrounds mental health. Design/methodology/approach– The paper draws upon research into the nature and effects of mental health stigma and discrimination on young people and also outlines the strategy of the Time to Change campaign and its initial outcomes. Findings– The paper includes testimonies from young people with lived experience of mental health problems about the stigma and discrimination they have faced. It also outlines the aims, objectives and stages of implementation of the Time to Change Children and Young People's Programme. The paper particularly focuses on the campaign work undertaken in secondary schools, the social leadership programme for young people with lived experience of mental health problems and the process of designing effective campaign messaging for social media. Originality/value– Time to Change is England's biggest campaign to end the stigma and discrimination that surrounds mental health. This paper provides a unique insight into the process of developing and rolling out an anti-stigma campaign for young people.

Journal

The Journal of Mental Health Training, Education and PracticeEmerald Publishing

Published: Dec 2, 2014

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