Like Minds, Like Mine
New Zealand Ministry of Health anti-stigma and discrimination programme running since 1997, combining national TV advertising featuring well-known people with lived experience of mental illness and community education.
- Years
- 1997–now
- Country
- New Zealand
- Topic
- Mental health
- Asks people to
- Support a policyTalk to someone
- Strategy
- Social normsTestimonial
- Channel
- EventsTV
- Audience
- General public
Evidence
ObservationalMixed
Thornicroft C et al. (2014), survey of 1,135 recent mental health service users: over half reported less discrimination over the previous 5 years and 48% thought the programme helped moderately or a lot, but 89% reported some unfair treatment in the past year. Vaughan & Hansen (2004) report improved public attitudes from sponsor tracking. No pre-campaign baseline in the user survey. Safe messaging: stigma programme; not scored.
Sponsor (who paid)
- New Zealand Ministry of Health Foreign government, funder
Credits (who made it)
Not recorded yet.
Related campaigns
- Time to Change 2007–2021
- See Me 2002–now
- National Depression Initiative (New Zealand) 2006–now
Sources
- Thornicroft C et al. Impact of the "Like Minds, Like Mine" anti-stigma and discrimination campaign in New Zealand on anticipated and experienced discrimination. Aust N Z J Psychiatry 2014;48(4):360-70 evaluation · 2013 · DOI 10.1177/0004867413512687 · PMID 24253359
- Vaughan G, Hansen C. 'Like Minds, Like Mine': a New Zealand project to counter the stigma and discrimination associated with mental illness. Australas Psychiatry 2004;12(2):113-7 history · 2004 · DOI 10.1080/j.1039-8562.2004.02083.x · PMID 15715752
Research notes
Check current status and later evaluations. No advertising agency found for the TV campaigns on trade press or award sites (searched 2026-10-22). Related NZ programme: nz-national-depression-initiative.
Record cases/like-minds-like-mine.json, updated 2026-10-22· Link to this campaign