Innovation details
The first phase of Time to Change was rolled out nationally in October 2007 and continued through September 2011. Following very promising results, the program was extended for a second phase from October 2011 to March 2015. The current phase aims to achieve four main outcomes:
- 5% improvement in public attitudes towards people with mental health problems
- 5% reduction in mental health discrimination
- Improvement in the confidence and ability of people with mental health problems to take action to tackle discrimination
- Improvement in the social capital of people with mental health problems by increasing their access to social resources
The second phase of Time to Change is made up of nine strands of activity, which aim to engage people in all sectors and communities:
Social Marketing
- Two national campaign bursts per year using a range of channels, including television, radio, digital and PR
- Targeted social marketing activity includes work with African and Caribbean communities, and a local activity (social marketing and events) in the Southwest
Community Engagement
- Large events bringing people with and without experience of mental health problems together to break down stigma and discrimination (social contact)
- External groups and organisations are supported to run their own social contact events
- Grants program will fund up to 70 social contact projects across England
Organisational Engagement
- At least 100 organisations supported to make a Time to Change pledge to tackle mental health stigma and discrimination as employers and service providers
- Organizations are invited to undertake a health check, which involves a review of HR policies and practices
- Organizations are invited to attend additional workshops and networking events
Social Leadership
- Training, peer support and mentoring provided to Time to Change champions and others with lived experience of mental health problems
- Regional and equalities-focused networking events are provided
- Training is offered for people with lived experience to lead grant-funded projects
Children and Young People
- Program of work aimed at 14 to 18 year-olds, including social marketing, leadership training, training for parents and youth professionals, and work within schools
- Two pilot sites: West Midlands (ending in September 2013) and Southeast (starting in October 2013)
- From September 2013, the project will be rolled out nationally, working with five schools in a different region each term
MindOut
- Social contact delivered at LGBT-focused events
Young African and Caribbean men working with statutory services
- A pilot project that aims to reduce stigma and discrimination experienced in statutory services (starting September 2013)
Media Engagement
- Input is provided into mental health-related storylines and documentaries
- Media organisations are supported to sign the media pledge
- Seminars focusing on specific areas of the media are offered
Digital
- Review, develop and update the Time to Change website and social media sites, including sourcing and promoting blogs