Like Minds, Like Mine: Seventeen Years of Countering Stigma and Discrimination Against People with Experience of Mental Distress in New Zealand

Abstract

In 1996 New Zealand was one of the first countries in the world to initiate a comprehensive national programme to combat stigma and discrimination against people with experience of mental illness. Combining national level social marketing and community-driven education and training with a range of other strategies, the programme became known as Like Minds, Like Mine and achieved international recognition as the ‘gold standard’ in stigma reduction initiatives. Serial evaluations have demonstrated success in shifting public attitudes, and there are indications that discriminatory behaviours are also reducing. A great deal has been learnt about the extent of social exclusion and discrimination experienced by New Zealanders living with mental illness and about effective strategies to change attitudes and counter discrimination. Seventeen years later the work of Like Minds, Like Mine to increase social inclusion and reduce discrimination continues. This chapter documents the origins, evolution and current status of the Like Minds, Like Mine programme (referred to as Like Minds).