Like Minds, Like Mine National Plan 2001–2003 (online version)Project to Counter Stigma and Discrimination Associated with Mental Illnesspage 1 of 13
Date of publication: June 2001
The Project to Counter Stigma and Discrimination Associated with Mental Illness was established in response to a recommendation of the 1996 Mason Report (Inquiry under section 47 of the Health and Disability Services Act 1993 in Respect of Certain Mental Health Services) as a five-year project due to end in 2001.
The Government has now extended the Project as a component of public health baseline funding. This document updates the National Plan for the Project which was published in May 1999 and outlines the direction of the Project for the three years from July 2001 to June 2003.
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Foreword
Last month I attended the World Health Assembly in Geneva. The theme for the Assembly was mental health, and it was pleasing to see the high level of interest that New Zealand’s “Like Minds, Like Mine” project received. A number of the 190 different countries attending the forum were impressed with the project resources that we took with us. WHO Director-General Bruntland showed a special interest, and also took home a copy of the Sticks and Stones documentary, the TV ads and a draft of this National Plan.
Reducing stigma and discrimination associated with mental illness, and developing and retaining the mental health workforce, are two of the most important areas for the mental health sector. Empowering people with experience of mental illness, and educating others about what mental illness is, are also key aims of this National Plan. | |
In order to implement the Plan over the next two years, we will have to keep breaking new ground, and it is essential that all key groups continue to work and communicate effectively together. The work already done by individuals and groups has established a good level of community awareness that will support the range of activities in the Plan.
Changing attitudes and behaviour is very challenging, but I know that with the commitment of all those involved in the project we will move steadily towards creating a nation that values and includes people with mental illness.

Hon Annette King
Minister of Health
Preface
I will never forget the first time I entered a psychiatric hospital. It was one of the most abrupt and unwelcome transitions of my life. In one afternoon I stopped being a privileged young citizen and became a psychiatric inpatient – stripped of my clothing, my credibility and my dreams. As I emerged from my devastating existential crisis I had to tell myself that I was now ‘one of them’. One of the loonies we used to joke about as kids. One of the crazy people we used to avoid in the street. One of the mental patients whose mental illness we thought had destroyed their humanity.
Looking back, the experience of joining a group I discriminated against was one of the most valuable lessons of my life. | |
Since the day I first went into hospital I have known from the core of my being that the discrimination and social exclusion of people with mental illness is unarguably wrong. Yet discrimination against people with mental illness perrvades our history, our mental health system and just about every institution, household and ethnic group in this country.
The Mental Health Commission in its Map of the Journeys towards Equality, Rights and Respect for People with Experience of Mental Illness talks about 'zero tolerance of discrimination'. That is the only ethical position a good and informed human being can take. That is the position the 'Like Minds, Like Mine' project must insist upon.
The National Plan for 2001 - 2003 shows a good understanding of the complexity of the 'Like Minds, LIke Mine' project while remaining clear about its purpose and the people who must benefit from it. It draws on the lessons of the first few years of the project and makes a well-informed attempt to chart the way forward. All that is needed now is everoyne's commitment, co-operation and ingenuity to implement it.
Mary O'Hagan
Mental Health COmmissioner
Acknowledgements
This National Plan has built on the work and contributions of many people over the last five years. It is not possible to name them all, but special thanks need to go to Janet Peters, Monica Briggs and Warren Lindberg, who have been national project managers for this project at different stages. We would also like to thank all the contracted providers, individuals, organisations and especially the project’s National Advisory Group, whose work, insights and views have been essential to the successful development of the project and this National Plan.
Contents
Introduction
The ‘Like Minds, Like Mine’ logo
The slogans
Consultation
Vision, Aims and Principles
Vision
Aims
The guiding principles
Critical Success Factors
A comprehensive health promotion approach
Active involvement of people with experience of mental illness
Buy-in from the mental health sector
The power of mass media to influence social attitudes
The importance of community action
A rights-based approach and equality training in workplaces and other ‘controlled’ environments
Buy-in to the vision, values and principles from a wide diversity of stakeholders, and national/ regional co-ordination
Model of Change and Strategic Objectives
Strategic objectives
Consistency with National Health Policies
Consistency with national health policies: mental health
Consistency with national health policies: public health
Consistency with national health policies: Mäori mental health
Consistency with national health policies: Pacific health
Linkages
Ministry of Health
People who have experience of mental illness – National Advisory Group
Mental Health Commission
Human Rights Commission and the Health and Disability Services Commissioner
Providers
Achievements To Date
Achievements at a national level
Impact evaluation of mass media advertising
Achievements at a regional level
Strategic Objectives and Workplan 2001–03
Strategic Objective 1: To develop infrastructure and networks
Strategic Objective 2: To empower people with experience of mental illness and increase their involvement in the Project
Strategic Objective 3: To work with the mental health sector to change attitudes and behaviour through education and policy development
Strategic Objective 4: To change attitudes and behaviour in government agencies having frequent contact with people with experience of mental illness through policy development and education
Strategic Objective 5: To change public attitudes and behaviour through media, public relations and community education activities
Strategic Objective 6: To address stigma and discrimination in Mäori and Pacific communities through community education
Working Towards the Vision: What Will Success Look Like in the Long Term?
How will the lives of people with mental illness be changed?
What will we – people directly involved in the Project (ie, people with experience of mental illness, families/whänau, Mäori, Pacific peoples, providers, the Ministry of Health and other key stakeholders) – be saying and doing that is different from what we do today?
What will specific target groups (eg, mental health services staff, MPs, police and Government agencies) be saying and doing that is different?
What will the general public think and do that is different?
How will the media report mental illness differently?
What will have been the main achievements of reform in this area?
Appendices
Appendix 1: What is Process Evaluation Telling Us about the Project to Date (January 2000)?
Appendix 2: Map of the Journeys Towards Equality, Respect and Rights for People who Experience Mental Illness
Appendix 3: Ottawa Charter for Health Promotion, First International Conference on Health Promotion, Ottawa, Canada, 17–21 November 1986
Appendix 4: Phoenix Model of Change for Reducing Discrimination and Stigma Against People with Experience of Mental Illness
Appendix 5: Project Providers at May 2001
References
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