social media and social change in new zealand
DESCRIPTION
My presentation to a group of students from Regis University who were visiting New Zealand. Their interest was in the highly successful "Like Minds, Like Mine" campaign, and also the use of social media for social change. Interestingly, although LMLM currently doesn't use any social media, the principles are the same: have a clear simple message, build relationships and spark conversation.TRANSCRIPT
![Page 1: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/1.jpg)
Social Mediafor
Social Change
Presented by Simon YoungCatalyst/Cofounder
iJump
![Page 2: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/2.jpg)
2003
![Page 3: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/3.jpg)
“mental health gains will be minimal if the person lives in a hostile and uninformed community”- 1996 Mason Report
Photo by D Sharon Pruitt
![Page 4: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/4.jpg)
Two goals:
• Create supportive environment for people with mental illness
• Bring down barriers of stigma and discrimination
![Page 5: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/5.jpg)
Phase One (2000)
• Raising awareness
• Getting people talking and thinking
• Featured famous, aspirational NZers
![Page 6: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/6.jpg)
Phase two (2001->)
• Strengthen positive public attitudes
• Improve public understanding/acceptance
• Improve understanding of impact of mental illness
• Create dialogue
• Counter negative stereotypes
![Page 7: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/7.jpg)
Phase 2 (contd)
• Encourage people working in mental health sector
• Create a positive platform for policy change
![Page 8: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/8.jpg)
Facts
• 1 in 5 NZers suffer from mental illness
• Most NZers discriminate through ignorance, not malice
• Maori and Pacific Island views need to be addressed differently
![Page 9: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/9.jpg)
To significantly reduce discrimination ... education is not enough... litigation is not enough.
What is required are multi-stranded, persistent strategies.”
Liz Sayce
![Page 10: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/10.jpg)
Multi-Stranded(more than mass media)
• Relationships built with 26 regionally-based organisations around NZ
• Included 11 Maori-based orgs
• Included 3 Pacific Peoples orgs
• Local relationships = local media coverage
![Page 11: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/11.jpg)
2002 campaign
• Focus on friendships
• TV for mainstream audience
• Targeted radio for Maori/Pacific Island audience
![Page 12: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/12.jpg)
Multi-stranded
• Training for other government agencies
• Relationships with journalists
• Media training for spokespeople
• Newsletter for influencer groups
![Page 13: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/13.jpg)
A Beautiful MindMovie tie-in
![Page 14: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/14.jpg)
Success
• 87% “people with mental illness can lead a normal life”
• 80% “I am more accepting of people with mental illness”
• 93% “mental illness can happen to anyone”
• 79% unprompted ad recall
• 60% discussed advertising with others
![Page 15: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/15.jpg)
Since then...
• website: likeminds.org.nz
• national contractors: events, training, freephone service
• regional providers: workshops, promotional events, developing policies and procedures
![Page 16: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/16.jpg)
2008 Effie Awards
• Won the grand award for “sustained success”
• Other results:
• Acceptance levels improving
• Documentaries resulting from campaigns
• More people seeking help
• WHO recognises best practice
![Page 17: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/17.jpg)
Success secrets?
• Strong, simple message
• Relationship-building with key stakeholders/influencers
• Conversational focus
• Acknowledging larger context
![Page 18: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/18.jpg)
Online
• Lots of online resources
• But not much social media - yet
![Page 19: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/19.jpg)
![Page 20: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/20.jpg)
![Page 21: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/21.jpg)
Conversation
• How could they do this better?
![Page 22: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/22.jpg)
Other social media/social change initiatives
• The LowDown
• Internet Blackout
• Twestival
• Givealittle
![Page 23: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/23.jpg)
![Page 24: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/24.jpg)
![Page 25: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/25.jpg)
LowDown
• Web-based
• Interactive
• Music/Pop culture
• Why not social media?
![Page 26: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/26.jpg)
![Page 27: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/27.jpg)
![Page 28: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/28.jpg)
![Page 29: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/29.jpg)
![Page 30: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/30.jpg)
#blackout bingo
if all the avatars are black, yell
“COPYWRONG!”
![Page 31: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/31.jpg)
Protest on parliament
![Page 32: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/32.jpg)
![Page 33: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/33.jpg)
![Page 34: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/34.jpg)
Blackout
• Grassroots
• Simple, clear idea
• Easy to take action
![Page 35: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/35.jpg)
![Page 36: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/36.jpg)
![Page 37: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/37.jpg)
Twestival
• Global
• Easy to be involved
• Automated
![Page 38: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/38.jpg)
![Page 39: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/39.jpg)
![Page 40: Social Media and Social Change in New Zealand](https://reader036.vdocuments.us/reader036/viewer/2022081400/555a59c8d8b42ad56a8b525f/html5/thumbnails/40.jpg)
Givealittle
• Platform for individuals
• Can be a ‘hub’ for other social media activity