To read the full version of this content please select one of the options below:

Attitude and behaviour change – it takes a generation

Naomi Russell (a Time to Change, Children and Young People's National Campaign Senior Officer, based at Children and Young People's Programme, Time to Change Campaign, London, UK)
Jennifer Taylor (based at Children and Young People's Programme, Time to Change Campaign, London, UK)

The Journal of Mental Health Training, Education and Practice

ISSN: 1755-6228

Article publication date: 2 December 2014

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.

Keywords

Acknowledgements

Edited by Victoria Evans, Time to Change Campaign.

Citation

Russell, N. and Taylor, J. (2014), "Attitude and behaviour change – it takes a generation", The Journal of Mental Health Training, Education and Practice, Vol. 9 No. 4, pp. 207-214. https://doi.org/10.1108/JMHTEP-09-2014-0026

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited