MENTAL HEALTH FOUNDATION OF NEW ZEALAND
Media release
17 July 2007
HOW DO YOU TREAT PEOPLE WITH EXPERIENCE OF MENTAL ILLNESS?
A new phase of the well known Like Minds, Like Mine campaign has begun with a brand new set of TV ads that demonstrate
how you behave towards people with experience of mental illness can make a difference.
Now in its tenth year, the Ministry of Health’s Like Minds, Like Mine campaign, which is coordinated nationally by the
Mental Health Foundation of New Zealand, has moved from raising awareness and understanding of issues faced by people
with mental illness, to begin challenging friends, whanau, families and employers to move towards more inclusive and
less discriminatory behaviour - a key component in the recovery for people with experience of mental illness.
The new ads feature Aubrey in family, work and social settings talking about his experience of mental illness, and also
incorporate the views of his partner, friends and an employer.
Judi Clements, Chief Executive of the Mental Health Foundation said:
“These ads are part of a nationwide programme to reduce stigma and discrimination towards people with experience of
mental illness.
“We’ve reached a stage where we need to encourage the behaviour of people like Aubrey’s friends, family and employer who
are supporting someone they love and respect. This challenges each of us to think about how changing our own behaviour
can reduce discrimination and ensure that people with experience of mental illness can lead full and satisfying lives.”
Research undertaken by the Mental Health Foundation has highlighted the fact that the biggest barrier to recovery is
discrimination.
The ads are supported by a range of national and regional initiatives including training and workshops, working with the
media to improve reporting of mental health issues, policy development, health promotion, research and community
activities. For more information about Like Minds, Like Mine visit www.likeminds.org.nz
Aubrey talks openly about his experience of mental illness and the ways in which
his family, friends and an employer have supported him
ENDS