One of the most powerful ways of maximising the impact of campaigns is to involve experts by experience.
The most compelling example of this is Time to Change, a campaign run by Mind and Rethink Mental Illness to challenge stigma and discrimination around mental health. It has a network of 'Champions' – people with lived experience of mental health problems who campaign to end discrimination in their communities.
On a national scale, the project recruits Champions to develop marketing strategies and advertising campaigns, and many have appeared on television and radio to talk about the impact of stigma and discrimination.
On a local scale, Champions have been involved in a range of events to help shape, develop and improve services, as well as to challenge stigma and discrimination.