Summary of Achievements July – December 2014

Managed by the Hunter Institute of Mental Health and funded by the Australian Government Department of Health

Mindframe app for media professionals

On Friday 17 October 2014, Commissioner Lucinda Brogden, from the National Mental Health Commission, officially launched Mindframe’s app for media professionals at a breakfast event in Newcastle.

With more media professionals using mobile devices in a time-poor industry due to the speed in which stories need to be published online, the app will serve as a vital tool in responsible coverage of both suicide and mental health issues.

• The Mindframe app for media professionals is free, can be used both off and online, and is available for both iOS (iPhone and iPad) and Android devices via the Apple app store and Google Play. For more information, please visit www.mindframe-media.info/mediaapp.

• A short promotional video about the media app, and the launch is available on Vimeo: https://vimeo.com/108969048

WHO report highlights success of media guidelines in Australia

Dr Margaret Chan, World Health Organization Director-General released the first global WHO report on suicide prevention on Thursday 4 September 2014, in Geneva.

The report makes special mention of Australia as one of only two countries in the world where there has been improvement in the reporting of suicide and a reduction in suicide imitation following active media involvement in the dissemination of media guidelines.

www.mindframe-media.info/home/news/news/2014/who-report-highlights-success-of-media-guidelines-in-australia

Highlights

Responding to high-profile celebrity suicide

The death of US actor Robin Williams in August 2014 was one of the most widely covered celebrity suicides the program had experienced since it’s inception.

Mindframe responded through a number of communication channels as the events unfolded in the media, and gained support from the mental health and suicide prevention sector to promote safe and sensible coverage , help-seeking information and key messages.

As a result, the Mindframe website and resources received a 110% increase in visitors from the previous month and a 88% increase in online activity through the @MindframeMediaTwitter account.

Highlights

DiG Festival 2014 panel event

As part of the annual DiG Festival in Newcastle (16-17 October 2014), Mindframe facilitated

a media and communications panel event 'Embracing a digital paradigm when

communicating about mental health'.

Guest panelists for the event included:

• Sean Parnell, The Australian

• Jennifer Muir, Primary Communication

• Chris Wagner, Mental Health Australia

• Neal Mann, News Corp Australia

• Marc Bryant, Hunter Institute of Mental Health

The event was facilitated by Hunter Institute of Mental Health Director, Jaelea Skehan. For

photos and information about the event, visit: www.mindframe-media.info/home/news

Mindframe features in LIFE Communications video series

On Tuesday 29 July, LIFE Communications released a video showcasing the Mindframe National Media Initiative as part of a series celebrating the important work of projects under the National Suicide Prevention Program (NSPP).

For more information and to view the video visit http://www.livingisforeveryone.com.au/mindframe-video-series.html

Highlights

Meetings, workshops and dissemination

Meetings and workshops

From July – December 2014, the Mindframe team facilitated:

• 17 meetings with key stakeholders from the mental health, suicide prevention, journalism, public relations and stage and screen sectors

• 15 media briefings, engaging over 70 media professionals

• Eight presentations/workshops

Resource dissemination

Between July and December 2014, TheMindframe National Media Initiative disseminated over 4,000 resources across target sectors. The most popular resources were:

• Media general quick reference card set (mental illness, suicide and self-harm)

• Media help-seeking quick reference card

Conferences

Conferences

Mindframe participated in four national conferences, across the mental health, suicide prevention, journalism and media sectors. Mindframe’s involvement at these conference included:

• Workshop presentations

• Paper presentations

• Exhibition booths

• Poster presentations

• Panel events

Slideshare

Between July – December 2014, the Mindframe team shared two conference/event presentations via Slideshare. The presentation ‘Moving with the times: Mindframe’s revised guidelines for media reporting of suicide and mental illness’ by Tegan Cotterill was the most popular, and was viewed 603 times.

University Education

Ossie Awards 2014Mindframe sponsored an Ossie Award category for student media stories

Krystal Gordon, Griffith University; Courtney Robinson, UTS.

Highly Commended: Caitlan Charles UWS

JERAA Conference 2014

• Paper presentations

• Panel events: LGBTI/gender diversity

Guest lectures and consultations

• Over 350 students/Post grad/new sites

• Capacity building for lecturers

• Batchelor Institute, NT.

• Pilot and research opportunities for indigenous populations

• Evaluation positive and robust

Journo’

Media

PR

University education

Stage and Screen, and Police

Mindframe for Stage and Screen

• Four newsletters

o Shine scriptwriter Jan Sardi on portraying mental illness

o Actor Simone Buchanan on research of theatrical portrayals of mental illness

o Authentic dramatic portrayals of mental illness promote public understanding and help-seeking

o The shift towards empathy in portrayals of mental illness on stage and screen

• Engaged with 13 organisations from the sector

• Developed and promoted material for four events

• Facilitated three presentations and a workshop

• 15 meetings with stakeholders

• Over 50 resources disseminated

Mindframe for Police

• Advisory Group Meeting

• Training session

• Meetings

• 40 resources disseminated

• Resources included in mental health training – reach 15,000

Website activity

Total Mindframe website visitors - 77,764

This represented a significant increase in the number of visitors when compared to the equivalent reporting period in 2013.

While overall the level of activity in 2014 was approximately double observed in 2013, there were a number of key events which contributed to profound increase in website activity. Most notably, the death of Robin Williams and the following World Suicide Prevention Day, which both saw considerable increases in the number of individuals who accessed the Mindframe website.

Visitors by state

Number of visitors 2014 vs 2013

New vs returning visitors

Mindframe website page views – 118,718Most popular page view:

/for-media/reporting-suicide/facts-and-stats

40,139 (33.8% of views)

Mindframe website downloads – 6,447Most popular download:

Suicide-Figures-2014.pdf

1,443 (22.3% of downloads)

Website downloadsIn close alignment with previous periods, the media sector recorded the highest number of documents downloaded between July and November 2014. In fact, the media sector showed substantial growth, with more than twice the number of documents downloaded during the equivalent reporting period in 2013.

This data reflects the release of the redeveloped Reporting Suicide and Mental Illness resource in June, and the ongoing promotion of the resource throughout the period.

Website activity

Social media referralsThe number of referrals to the Mindframe website from social media sources also saw considerable growth, relative to the same reporting period in 2013. From July to November , there were more than five times the amount of referrals from Twitter, and double the number of referrals from Facebook, compared to 2013. This increase reflects the increased number of followers on the Mindframe twitter account, and the heightened activity on the Mindframe Twitter account.

Social media

SANE Media CentreThe SANE Media Centre is a key Mindframe stakeholder in working with and supporting the media and mental health and suicide prevention sectors. The SANE Media Centre:

• Advises media professionals as they prepare stories on mental illness and suicide

• Supports the mental health and suicide prevention sector in preparing their work with the media

• Manages the StigmaWatch program, which voices community feedback about how the media reports on these sensitive issues

Through StigmaWatch media professionals are:

• Informed of the Mindframe principles

• Provided with feedback when a report stigmatises mental illness or inadvertently promotes self-harm or suicide;

• Contacted when a ‘good news’ report has been submitted, to encourage similar reporting in future

For more information visit www.sane.org

News and media

Media briefings

Between July and December 2014, Mindframe conducted media training for 15 media outlets nationally, engaging over 70 media professionals.

Seven sessions took place in NSW, with the remaining sessions in SA, NT, TAS, QLD, VIC and WA.

Responding to media requestsBetween July and December 2014, Mindframe

received 32 requests from media professionals for

advice and assistance with stories relating to

suicide and mental illness.

Communication and promotion

Online news

During July - December 2014, the Mindframe team uploaded a total of 33 news items to the Mindframe website.These updates highlighted a range of Mindframe ’s work, including national conference involvement, urgent media alerts, promotion of new Mindframe resources, and news updates specifically relevant to the media, stage and screen, journalism and public relations education, and mental health and suicide prevention sectors.

News items attracted a total of 1,900+ page views during the reporting period, with the most popular news item being ‘Media app for reporting suicide and mental illness’ (180 views).

Mindframe in the newsThe Mindframe team were involved in 14 media articles

and interviews during July – December 2014.

Communication and promotion

@MindframeMedia Twitter account

The basic Twitter analysis shows a substantially higher number of retweets and favourites in the months of August (661 retweets, 302 favourites) and October (585 retweets, 288 favourites) which correspond to the tweets posted on the Mindframe account surrounding the death of Robin Williams, and the ongoing social media activity surrounding the launch of Mindframe’s media app and Dig Festival respectively.

@MindframeMedia2,600+ Followers

500 Tweets (1 July – 18 Dec 2014)

2,500 Retweets

1,080 Favourites

Most popular tweet

Visit www.mindframe-media.infoFollow @MindframeMedia