Evaluation of the Time to Change anti-stigma programme delivered by Mind and Rethink Mental Illness
Time to Change is a population and target group level programme to reduce mental health related stigma and discrimination in England currently in its third phase of delivery, 2016-21. The evaluation comprises:
Social Marketing Campaign evaluation: analysis of market research data collected from the target demographic group and using validated measures of stigma related knowledge, attitudes to mental illness, and desire for social distance.
Analysis of press coverage of mental health related topics.
Analysis of a biennial Attitudes to Mental Illness survey of the population in England aged 16 and over, using measures of knowledge attitudes and reported, observed and intended behaviour, including those used to evaluate the social marketing campaign.
The press coverage and Attitudes to Mental Illness survey continue work started in 2008 to create a baseline before the start of the first phase of Time to Change. The social marketing campaign evaluation has used the same measures throughout for the different demographic target groups for phases 1 and 2 versus phase 3.
NOTE about how to access the measures used: (i) Original 40 item scale: Taylor SM, Dear MJ. Scaling community attitudes toward the mentally ill. Schizophr.Bull 1981;7(2):225-240. (ii) 27 item version: Rüsch N, Evans-Lacko S, Henderson C Leese M, Flach C Thornicroft G. Public knowledge and attitudes as predictors of help-seeking and disclosure in mental illness. Psychiatric Services, 62:675-678, 2011. (iii) 12 item version: Ilic N, Henderson H, Henderson C, Evans-Lacko S, Thornicroft G. Attitudes towards mental illness, in Craig R, Fuller E, Mindell J (eds). Health Survey for England 2014: Health, social care and lifestyles. London: Health and Social Care Information Centre. (iv) Sampogna G, Bakolis I, Evans-Lacko S, Robinson E, Thornicroft G, Henderson C. The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme. European Psychiatry, 2016 Dec 16;40:116-122. doi: 10.1016/j.eurpsy.2016.08.008.