About the project

Timeline

In 2004 developmental work commenced on a project to enhance mental health at a population level using the mass media and other strategies. In July 2006 the two year "Be Kind To Your Mind" pilot project was launched. Be Kind to Your Mind is a two year trial project and represents the first stage in a comprehensive strategy aimed at improving the mental health and wellbeing of Queenslanders. An evaluation of the project will determine the effectiveness of using such an approach in increasing public understanding of mental health and wellbeing and whether the project should be extended across the state.

The project includes 12 months of television and radio advertising and two years of community-based mental health promotion strategies in the four demonstration areas in North Queensland.

January 2004 - June 2006: Development phase

engaged a reference group
determined scope of project
developed Computer Assisted Telephone Interview (CATI) survey tool
developed CATI survey tool
identified CATI survey provider
undertook CATI survey
tendered for and engaged a marketing agency
focus tested concepts and messages
developed communication tools and resources
engaged an evaluation working group
engaged partners to support community–based activities
workshop for Be Kind to Your Mind project staff.

March 2006: Cyclone Larry's significant impact on North Queensland delayed the launch of the campaign. Project staff visits Mentally Healthy WA project team in Perth, WA

July 2006: Launch of Be Kind to Your Mind campaign in Townsville. Community Connectedness Survey undertaken in Mount Isa demonstration area.

July – November 2006: Television and radio advertisements aired in North Queensland. Community service announcements for the TV advertisements will also be aired July 2006 - June 2007.

November 2006: First follow-up survey undertaken; review and planning workshop for Be Kind to Your Mind project staff.

July 2006 - June 2008: Community based activities conducted and local media activity increased across the four demonstration areas.

February 2007: Two presentations on the project at the Kindling the Flame: Promoting Mental Health and Wellbeing, International Conference in Perth.

March - June 2008: Community Connectedness Survey undertaken in Mount Isa demonstration area.

April 2008: Second follow-up survey

July - December 2008: Be Kind to Your Mind evaluation reports, papers and presentations developed.

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Last Updated: 03 January 2007
Last Reviewed: 03 January 2007