Key Achievements Summary June December Mindframe Education and Training Projects

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1 Key Achievements Summary June December 2012 Mindframe Education and Training Projects Project Team contact: or

2 The Mindframe National Media Initiative (Mindframe) is funded by the Australian Government under the National Suicide Prevention Program, and aims to encourage responsible, accurate and sensitive media representation of mental illness and suicide. The following is a summary of key achievements and activities between June and December Mindframe re-branding Mindframe resource development The project team undertook and completed a major review and redevelopment of the Mindframe branding during this reporting period. The outcomes have included the following rebranded Mindframe areas for each sector: New logos; Document templates; PowerPoint templates. Previously known for the past 10 years as Response Ability, the national work undertaken by Mindframe with journalism educators and public relations has been rebranded as Mindframe for journalism and public relations education. This brings synergy across all areas of the Mindframe work and branding. Website The redevelopment of the new Mindframe website (image below) was a central component of the ongoing renewal of Mindframe resources and branding. The new website still at - was launched by the Minister for Mental and Ageing Health Mark Butler in December 2012.

3 New Resource: Reporting and Portrayal of Eating Disorders Mindframe worked in collaboration with the National Eating Disorders Collaboration (NEDC ) and media professionals to develop and disseminate a new online Mindframe quick reference guide for the media on reporting about eating disorders. Launched in August 2012, the resource supports media professionals to report accurately and sensitively about these issues. Media greatly influences the portrayal of mental health issues in Australia and having fast and straightforward access to information about this mental illness will be a great asset, Minister for Mental Health and Ageing Mark Butler August 2012 Sector Engagement Mindframe travel Activity snapshot Conferences: 13 national and 1 international delivering 11 presentations, 8 trade displays and 1 panel session Media: 18 briefings (engaging 64 media professionals) MH&SP sector: 26 meetings and 2 workshops Stage and Screen: 5 meetings Unis: 3 guest lectures and 2 meetings

4 Project Activities Mindframe website Media Mental Health Stage & Screen Police & Courts RAJ RAPR Website activity: 769,287 page views; 70,769 document downloads; May and October : highest page views (95,000 each); August: highest downloads (10,000); Media recorded highest overall website activity (380,000 page views and 34,667 document downloads). Mindframe printed resources The project disseminated: 218 resource books, 570 helplines QRCs and 364 sets of QRCs for media professionals; 326 resource books and 906 QRCs for the mental health and suicide prevention sectors; 175 fact sheets for university students; 2 stage and screen resources; 56 police resource books and 654 police pocket cards. Resource distribution Media Resource Book Media Helplines QRCs Media General QRCs set MHSP Resource Book MHSP General QRC University Student Fact Sheet Stage and Screen Resource Book Police Resource Book Police Pocket Card

5 Mindframe Media Advisory Group (MMAG) Mindframe established a new MMAG in December, providing an opportunity for the media industry in Australia to have input into Mindframe resource development and activities. MMAG members include representatives from national, rural and regional media, as well as Indigenous, CALD and LGBTI media groups, and media industry including MEAA, ACMA and Commercial Radio Australia. A list of members and outcomes of the group s activities will be available from the Mindframe website. Journalism Education Association of Australia The Mindframe project team continued its collaboration with the Journalism Education Association of Australia (JEAA) and was a major sponsor of the national conference and sponsored a Mindframe prize for mental health reporting by a student at the Ossie Awards. Marking 15 years of collaboration with journalism educators, Mindframe hosted a panel event on 'The lived experience of mental Illness in mass media'. Guest speakers Included: Jackie Crowe, National Mental Health Commission; Jill Stark, Sunday Age; James Freemantle, SANE Speakers Bureau; Mia Lindgren, Monash University; and Jaelea Skehan, Hunter Institute of Mental Health. As part of this event, the Minister for Mental Health and Ageing Mark Butler (above) officially launched the new website platform and rebranded online resources for educators and students in a video message. Media industry engagement Mindframe has engaged with national media organisations about the content of both editorial guidelines and training. This has included engagement with: Australian Broadcasting Corporation (ABC) which launched its new suicide and self harm policy in August; Fairfax Media s national training; Australian Press Council (APC). Indigenous and CALD media During this period, Mindframe made a submission to the national consultation on the Aboriginal and Torres Strait Islander suicide prevention strategy. Mindframe also engaged SBS, NITV, Australian Indigenous Communication Association (AICA) and National Ethnic and Multicultural Broadcasters Council. Both CALD and Indigenous media were also targeted via the ongoing collaboration with the CBAA s Suicide Prevention and Mental Health Awareness Project. Mindframe co-sponsored the AICA national conference with headspace and beyondblue in October.

6 Communications Community Radio Suicide Prevention and Mental Health Awareness Project; United Synergies Ltd (StandBy Response Service); Inspire Foundation; Young and Well CRC; One Life Suicide Prevention Strategy (WA). Developing the evidence-base Partnerships to enhance the evidence-base, included: Mindframe continued to implement broad external communications. Key outcomes include: Seven media alerts; Website updated to support activity and; Taking part in seven media stories (print, online and broadcast). Mindframe continued to explore the potential use of Social Media (LinkedIn; Twitter etc.) communication as well as better understanding the impacts of it for stakeholders. Strategic partnerships Mindframe has engaged the following national key mental health and suicide prevention organisations: Mindframe took part in a NBN TV item in October National Mental Health Commission; SANE Australia; Suicide Prevention Australia (SPA); headspace National and School Support Team; beyondblue National and Priority Communities Program; R U OK? Day Suicide Prevention Campaign; Mental Health in Multicultural Australia; The National LGBTI Health Alliance; Lifeline National and Lifeline WA; Update of social media scoping studies commissioned and received; Paper accepted for publication in Asia-Pacific Journal of Public Relations; Paper published in the Australian Journalism Review. Partnership with University of Canberra about mental health literacy of PR students; Contribution to First Nation s Voices of the Future IATSIS grant. Police engagement Co-presented with SANE at the First International Conference on Law Enforcement and Public Health in November. Provided permission to Orlando Police Department Crisis Intervention Team, USA, to quote Mindframe materials in a free informational brochure about mental illness for police and community. Stage and Screen engagement Mindframe worked with Australian Writers Guild to identify new areas of collaboration for delivery of professional development for writers in 2013; Supported four production companies as well as student film-makers to integrate Mindframe principles into non-fiction productions about suicide for film and television.