Time-to-Change is a national social marketing campaign to raise awareness about, and change attitudes towards, mental illness amongst the UK population. Time-to-Change wished to understand awareness of the campaign amongst ethnic minority people experiencing mental health difficulties and the extent to which the campaign had made a difference in their lives.
Using a combination of online and face-to-face interviews, ETHNOS conducted a survey of 740 Black and Asian people experiencing mental health difficulties. This was one the most challenging surveys ever conducted with ethnic minorities in this country.
The results allowed Time-to-Change to assess awareness and impact levels and to refine their campaign to better reach ethnic minority populations. The findings were published and appeared in a major article in The Guardian.