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Time to Change UK Mental Health Stigma Campaign

United Kingdom (Global expansion to Ghana, Kenya, Nigeria, India, Uganda), Europe / Multi-Regional

Time to Change was the UKs largest mental health stigma reduction campaign (2007-2021), delivered by Mind and Rethink Mental Illness with 20+ million pounds in funding. The campaign used social marketing, direct contact with people with lived experience, and community events. Champions with mental health experience shared stories to drive change. Research showed 0.32 SD improvement in attitudes and significant reduction in desire for social distance. Phase 3 targeted mens mental health with Ask Twice messaging. Time to Change Global extended the model to Ghana, Kenya, and other LMICs.

Behavior Goal

Reduce mental health stigma and discrimination through public attitude change and empowering people with lived experience to challenge prejudice

Implementers & Partners

  • Mind
  • Rethink Mental Illness
  • Kings College London

Donors & Sponsors

  • UK Government
  • Comic Relief
  • Big Lottery Fund

Key Takeaways

  • 1Direct contact with people with lived experience is most effective for stigma reduction
  • 20.32 SD improvement in public attitudes over campaign period
  • 3Champions model empowers people with mental health conditions
  • 4Ask Twice messaging targeted mens help-seeking behaviors
  • 5Time to Change Global replicated success in LMICs

Sources

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