Mapping the change
This mapping report explores activities related to social marketing and social change for the Think Differently campaign which was run by the Ministry of Social Development- a social change campaign run by the MSD for five years to mid-2015.
The report, by AccEase Ltd, looks at the success factors of some successful social change activities to find out what works and what does not, and gather any useful learning from some of those people who had taken part in them.
Read the introduction
Disabled people have advocated for a long time for an education campaign to improve attitudes and behaviour towards them by non-disabled people.
The MSD has contracted AccEase to map out activity in related areas of social marketing and social change for the changing attitudes towards disabled people campaign.
The mapping project is part of a wider campaign to improve attitudes and behaviours towards disabled people, run by the Ministry of Social Development, (MSD), and the Office for Disability Issues (ODI) working with disabled people and their organisations
The campaign supports the inclusive and valuing vision of Whakaniu Oranga, the New Zealand Disability Strategy.
Key outcomes of the campaign are:
· To increase the participation of disabled people in all aspects of community life
· To change social attitudes and behaviours that limit opportunities for disabled people.
The key objectives of the campaign to change attitudes and behaviours towards disabled people are:
· To increase knowledge and understanding of disability
· To increase the personal relevance of disability for all New Zealanders
· To mobilise personal and community action for positive change
· To address the social environment that tolerates or accepts exclusion of disabled people.