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CHAPTER TWO AIMS AND OBJECTIVES OF THE EVALUATION
2.1 Throughout the life of the campaign, 'see me' has undertaken research and evaluation to assess the extent to which the different campaign strands have been successful. This research has provided valuable evidence both for 'see me' and for other agencies and organisations.
2.2 In 2006, following a competitive tendering exercise, the Scottish Executive commissioned the Scottish Development Centre for Mental Health ( SDC), together with partners from the Institute of Psychiatry, King's College London and the charity Rethink, to undertake an independent evaluation of the inception and first four years of the campaign, 2002-2006. The three main aims of the evaluation were to:
- Co-ordinate a detailed account of the development and activities of the 'see me' campaign
- Determine the extent to which 'see me' has met its own strategic objectives to date and identify factors that have acted as facilitators and barriers
- On the basis of findings, make recommendations for the future development of anti-stigma work in Scotland.
2.3 The objectives of the evaluation were:
Objective 1. To examine how the campaign was established, funding allocated, its infrastructure developed, and its activities decided upon; and what factors have affected ongoing development and the focus of activities over time.
Objective 2. To assess the effectiveness to date of the various strands of the publicity campaign (general public, young people and workplaces) in terms of reaching the target audience, raising awareness about stigma and discrimination, and changing attitudes towards people with mental health problems.
Objective 3. To assess whether and how the practice of media professionals has changed in relation to the reporting of mental health issues since the launch of the 'see me' campaign.
Objective 4. To explore the experiences of the 'see me' media volunteers in relation to their involvement in the campaign.
Objective 5. To identify and consider the ways in which anti-stigma and discrimination work could be taken forward in Scotland, including what the key objectives and activities should be and where such work might be hosted, through consultation with key stakeholders.
2.4 The fifteen-month study commenced in September 2006. The project team for the evaluation comprised representatives from the three partner organisations ( SDC, Institute of Psychiatry, King's College London and Rethink), together with two people based in Scotland with lived experience of mental health problems.
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