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.

1. Social Media
for
Social Change
Presented by Simon Young
Catalyst/Cofounder
iJump

2. 2003

3. “mental health gains
will be minimal if the
person lives in a
hostile and uninformed
community”
- 1996 Mason Report
Photo by D Sharon Pruitt

4. Two goals:
• Create supportive environment for people
with mental illness
• Bring down barriers of stigma and
discrimination

5. Phase One (2000)
• Raising awareness
• Getting people talking and thinking
• Featured famous, aspirational NZers

6. Phase two (2001->)
• Strengthen positive public attitudes
• Improve public understanding/acceptance
• Improve understanding of impact of mental
illness
• Create dialogue
• Counter negative stereotypes

7. Phase 2 (contd)
• Encourage people working in mental health
sector
• Create a positive platform for policy change

8. 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

9. To significantly reduce discrimination ...
education is not enough... litigation is not enough.
multi-stranded,
What is required are
persistent strategies. ”
Liz Sayce

10. 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

11. 2002 campaign
• Focus on friendships
• TV for mainstream audience
• Targeted radio for Maori/Pacific Island
audience

12. Multi-stranded
• Training for other government agencies
• Relationships with journalists
• Media training for spokespeople
• Newsletter for influencer groups

13. A Beautiful Mind
Movie tie-in

14. 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

15. Since then...
• website: likeminds.org.nz
• national contractors: events, training,
freephone service
• regional providers: workshops, promotional
events, developing policies and procedures

16. 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

17. Success secrets?
• Strong, simple message
• Relationship-building with key stakeholders/
influencers
• Conversational focus
• Acknowledging larger context

18. Online
• Lots of online resources
• But not much social media - yet

21. Conversation
• How could they do this better?

22. Other social media/
social change initiatives
• The LowDown
• Internet Blackout
• Twestival
• Givealittle

25. LowDown
• Web-based
• Interactive
• Music/Pop culture
• Why not social media?

30. #blackout bingo
if all the avatars are black, yell
“COPYWRONG!”

31. Protest on parliament

34. Blackout
• Grassroots
• Simple, clear idea
• Easy to take action

37. Twestival
• Global
• Easy to be involved
• Automated

40. Givealittle
• Platform for individuals
• Can be a ‘hub’ for other social media activity

41. How would you do it?
Simon Young
Catalyst/Cofounder
simon@ijump.co.nz