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Johannes Parkkonen Campaign Implementation Manager In the Minds of Men seminar Perth 18 th January 2011. 07/11/2007. Vision. A Scotland in which all people with mental health problems are fully equal and included. Stigma

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Presentation Transcript

Johannes Parkkonen

Campaign Implementation Manager

In the Minds of Men seminar


18th January 2011



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


Beliefs and prejudices, based on stereotypes, held both in society and by individuals; “mark”/label


Behaviour that results when we start acting on these beliefs & prejudices

Power difference

Between the “stigmatised” and the “stigmatiser”

Stigma? Discrimination?


Lived experience of stigma – one example

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.”

“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’

  • 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
(from The Simpsons,episode 6 in 1990)

Mental health – the last taboo?

“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 & men

  • 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 (cont.)

  • 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)
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
Tackling stigma needs a range of approaches




Local Initiatives

Media Monitoring

First Person Voice

National Actions



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

see me in 2009 be there be yourself
‘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
  • Men & women specific adverts

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

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

  • Research to understand attitudes and behaviour
the see me media strategy
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


What can YOU do?

  • 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 cont
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
You can also pledge YOUR personal support!

Go to

…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
Thank You!

'see me' - Let's stop the stigma of mental ill-health

1/3 Great Michael House

14 Links PlaceEdinburghEH6 7EZ 

Telephone: 0131 554 0218


Web: &

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