Mental Health Campaign Toolkit

Campaign
Toolkit
Join a growing number of schools and youth groups
who are running Time to Change campaigns.
Time to Change
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This toolkit supports schools and youth groups run their own
campaigns to end stigma and discrimination experienced by
people with mental health problems. Weve created a step-by-step
guide giving you easy access to our wide range of free materials,
activities and resources. We will also show you links to case
studies and example action plans

to help you learn from what other
schools have done.
Its the action, not the fruit of the action, thats

important. You have to do the right thing. It
may not be in your power, may not be in your
time, that therell be any fruit.
But that doesnt mean you stop doing the right
thing. You may never know what results come
from your action. But if you do nothing, there
will be no result.
Mahatma Gandhi
Step 1
d Time
Read & Understan key concepts
d
to Change aims an
Step 2
young people
Recruit staff and
ign
to lead your campa
Step 3
mpaign
Download Key ca
urces
messages and reso
Step 4
entify strengths,
SWOT Analysis: Id nities and threats
rtu
weaknesses, oppo
Step 5
pl
Write your action
Step 6
Implement your ac
Step 7
Evaluate your ca
an
tion plan
mpaign
Step 1
to Change
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U
cepts
Aims and Key Con
Time to Change Aims:

Time to Change is Englands biggest programme to
challenge mental health stigma and discrimination.
We aim to:
change throughout our lives. And, like our

bodies, our minds can become unwell. For
more information, look here.
Improve public attitudes towards people with

mental health problems.
Reduce discrimination experienced by people
with mental health problems.
Reduce the number of areas of life in which
people experience discrimination.
Increase the confidence and ability of people
with mental health problems to address
discrimination.
Improve the social capital of people with mental
health problems.
1 in 10 young people between the ages of 5 and

16 will experience mental health problems and
1 in 4 adults in any year will experience them.
The Time to Change Children and Young Peoples

team supports schools and youth groups to roll out
campaigns which challenge mental health stigma
and discrimination.
Key Concepts
1 Mental Health - The capacity to live a full and
productive life, as well as the flexibility to deal
with its ups and downs. In children and young
people it is especially about the capacity to
learn, enjoy friendships, to meet challenges,
to develop talents and capabilities.
2 Mental Health Problems - We all have mental
health, like we all have physical health. Both
3 Mental Health Stigma Unfair attitudes about

people with mental health problems, so
that they get labelled as different or strange.
4 Mental Health Discrimination Unfair
behaviour towards people with mental health
problems, e.g. bullying them or turning them
down for a job or course of study because
of their mental health problems.
5 Campaign A series of actions intended to
achieve a specific goal, especially fighting
for or against something or raising peoples
awareness of something. In relation to the
Time to Change campaign, this could include
marketing, events and engaging with local
communities. The aim is to positively
influence the knowledge, attitudes and
behavior of young people in relation to mental
health problems.
Step 2
people
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Recruit
aign
to lead your camp
Effective campaigns in schools and youth organisations are supported and

promoted by everyone in the organisation. The best way to do this is to get
at least one member of the senior management team involved and supporting
the campaign. The most successful campaigns are led by young people, so
recruit a group of young people to help plan, promote and drive forward your
campaign activities.
Senior Staff member:
Encouraging buy-in from senior staff members
makes it easier to run a campaign as they can help
make people aware and support the lead teacher/
staff member drive the campaign forward.
Roles:
Campaign Lead(s): Campaigns work best with one
staff member leading on planning and recruiting
other interested parties. Once more people are
on board actions can be delegated to ensure no
one takes on more than they can cope with. Past
campaigns have been led by staff responsible for
PSHE, pastoral teams, and heads of year.
Young Leaders: Our research suggests that young

people are most interested in running their own
campaigns with support from staff. We encourage
all our schools to recruit and support a group of
young leaders to take on aspects of the campaign.
Take a look at these case studies for examples
of how other schools rolled out their campaign
work. Our new Leadership and Campaigning Guide,
designed to support young leaders to deliver Time
to Change campaign activities, may also be helpful.
Step 3
ssages
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K
and Resources
Key Messages:
Resources
Anyone can experience a mental health problem

and we want to break down the stigma and
discrimination experienced by those that do. We
know that talking about mental health helps break
down barriers. You dont have to be an expert to
talk about mental health, so everyone has a role
they can play.
Session Plans
We have developed a wide range of resources,
materials and information to support schools
and youth organisations create a Time to Change
campaign. All resources are free to download via
this toolkit.
When running a campaign its helpful to keep

repeating several key messages. Weve found,
through our research, that young people respond
particularly well to these messages:
1 in 10 children and young people experience
a mental health problem at any one time. (Thats
three pupils in the average school classroom)
You dont have to be an expert to talk about
mental health
We all have mental health, like we all have
physical health
Its the small things you do that can make
a difference, that text, that call, that invite
Mental health is everyday and ordinary, so lets
discuss it like it is
#MakeTime to be with a friend
Think about how you could use these messages
in your campaign.
We would encourage your school to use the above
key messages and think about how they fit into the
culture of your school.
Assemblies and Lesson Plans

Our film Stand Up Kid and our interactive story
The Kid and I both include lesson and assembly
plans for schools and youth groups.
Blogs, Vlogs and Videos
On our website we have blogs, vlogs, videos and an
online interactive story to encourage young people
to talk about mental health as though its common
and everyday.
Social Media
Time to Change regularly uses social media, such
as Twitter, Instagram and Facebook. Organisations
running a campaign can contact us through these
media to share the work that theyre doing.
Step 3
sages
Key Campaign Mes ed...
nu
and Resources Conti
Free Stuff
We have developed a range of downloadable
materials including posters, screen savers,
and cartoons. These can be used to promote your
schools campaign activity. We encourage schools
to use our key messages to personalise or create
their own materials.
Our brand new Leadership and Campaigning Guide
is available and can be used by your young leaders.
This will help them come together as a group
and better understand how to campaign for
behaviour change.
Support & Signposting

Sometimes schools think that running a mental
health anti-stigma campaign may trigger a
rise in disclosures and support needs. Before
beginning the campaign its worth reminding staff
of safeguarding procedures and what local services
are available. There will be a host of services run
by your council as well as third sector local and
national organisations. Some suggestions can
be found here.
Step 4
engths,
tr
S
fy
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I
:
is
s
ly
SWOT Ana
d Threats
n
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s
ie
it
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tu
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p
O
Weaknesses,
This step allows each school or youth group to ascertain what they will need
in order to drive forward their campaign activities.
Strengthsand
Weaknesses
theinternalenvironment
- the situationinsidethe
school or youth group
for example, factors

relating to curriculum,
staffing, resources, time,
expertise, student and staff
wellbeing and achievement.
factors tend to be
in the present
Opportunities
andThreats
theexternalenvironment
- the situationoutsidethe
school or youth group
for example, factors relating

to exams, Ofsted, support
from local services.
factors tend to be
in the future
Strengths
Look at any campaigns you have delivered
in the past
What are you already delivering in PSHE,
through assemblies and / or off curriculum days
Consider what young leaders groups you have
in place (e.g. student council etc.)
Weaknesses
Time pressures with exams, OFSTED
Budget restrictions
Lack of knowledge
Opportunities
Use free resources available through Time to
Change and other mental health organisations
Develop the skills of the lead teacher and staff
as a whole
Develop the skills of your young leaders group
and change attitudes towards mental health
within your school
Engage with local services and third sector

organisations
Threats
Parental reluctance
Concern that running a campaign will lead
to an increase in support needed for students
Access to local support for students
Waiting times for CAMHS
Top tips
Set realistic goals your school is busy and you
have many targets and pressures
Make sure this fits in with what you are already
delivering in PSHE, on off-curriculum health
days, in assemblies or form time
Understand what you hope to achieve so you can
measure success
Look at ways to capture what youve done - video,
film, testimonies, pledging to Time to Change.
Step 5
plan
Write your action
Writing a detailed action plan helps you to plan, monitor, deliver and evaluate
your campaign. Putting together an achievable piece of work will also help
you measure success.
It is also a useful learning tool for your young
leaders (remember, you can use our Leadership
and Campaigning Guide for young leaders groups.
We have created action plan templates

and case studies to help you get started. Our
resources are designed to be flexible to support
schools and youth organisations deliver this work
through assemblies, form time, and lessons.
The action plans will help you to use our free
resources as well as slot in any additional
activities that you might like to run.
hip and
Leaders
ide
ning Gu
Campaig
g People
for Youn
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A guide for sch
ip groups to
club leadersh
Change
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Tim
deliver
ch challenge
campaigns whi
discrimination
the stigma and
health
around mental
When devising your action plan, keep in mind

the findings from your SWOT analysis so that
you build a realistic plan which maximises
strengths and opportunities.
Step 6
n plan
o
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y
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Imple
Top Tips for

carrying out
action plans
Recruit lead roles (staff member, young leaders

groups) and put together a working group
Use draft action plans, case studies and resources to
help you come up with ideas of what you want to achieve
Understand wider support needed across schools
(eg you could ask your facilities team to support
placing campaign posters up around school)
Be realistic in what you can achieve and by when
Monitor progress
Ensure key deadlines and dates are in all diaries and
on the school calendar.
Step 7
mpaign
Evaluate your ca
It is crucial to evaluate your campaign to show whats worked well, what

didnt work and what you could do better next time. Evaluation is also
a great opportunity to shout about your success. Share this in your bulletins
to parents, with other schools, and your local council. See Case Studies.
Frequently Asked Questions
1 Do I have to pay for anything from
Time to Change?
The Time to Change resources and materials
highlighted within this toolkit are free of charge.
4 How long will the current phase of Time

to Change run for?
Time to Change runs until the end of March
2015. We are hoping to get additional funding
to continue our work beyond this point.
2 You talk about a whole school approach, but

how can I involve parents in this campaign?
Many of our schools are engaging
parents through parents evenings, via their
school newsletter and internet/intranets.
We have also developed a parents page
which we encourage schools to share with
their parents.
5 I am hoping to achieve Enhanced Healthy

Schools status, will this help me?
Please contact your local authority healthy
schools improvement team or your local TaMHS
service and they will be able to guide you as
to what you need to do.
3 How do I keep up to date with developments

within the Time to Change children and young
peoples programme?
For the latest resources, news and information
please sign up to our Children and Young
Peoples e-bulletin.
6 Contact the Team

For any other questions please contact
the team via Christopher Hough, National
Campaign Officer. Chris can be reached
on Christopher.Hough@rethink.org or on
0207 840 3049.
Lastly Time to Change would love to hear from you. You can send us a case study or tweet
about or share on social media, what you have achieved. Use the contact details above
to get hold of us.

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Campaign

Its the action, not the fruit of the action, thats

Time to Change Aims:

change throughout our lives. And, like our

Improve public attitudes towards people with

1 in 10 young people between the ages of 5 and

The Time to Change Children and Young Peoples

3 Mental Health Stigma Unfair attitudes about

Effective campaigns in schools and youth organisations are supported and

Young Leaders: Our research suggests that young

Anyone can experience a mental health problem

When running a campaign its helpful to keep

Assemblies and Lesson Plans

Support & Signposting

for example, factors

for example, factors relating

Engage with local services and third sector

We have created action plan templates

When devising your action plan, keep in mind

Top Tips for

Recruit lead roles (staff member, young leaders

It is crucial to evaluate your campaign to show whats worked well, what

4 How long will the current phase of Time

2 You talk about a whole school approach, but

5 I am hoping to achieve Enhanced Healthy

3 How do I keep up to date with developments

6 Contact the Team

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