The Like Minds project includes a national advertising campaign on television and radio.

The campaign aims to break down negative stereotypes about mental illness. It has featured well-known New Zealanders and overseas personalities who have experienced mental illness.

The first Like Minds advertising campaign was in 2000. Public response to these first ads was overwhelming. Many people said the ads helped bring mental illness out of the closet, and had helped them and their families to talk more openly about their experiences.

Five of the people from the 2000 campaign were also in the documentary "Sticks and Stones" which screened on national television in 2000.

In the second campaign, some of New Zealand’s most well-known personalities appeared with their friends, who are also popular Kiwi icons.

The ads modelled what the research showed – that supportive friends and colleagues can make a big difference to the lives and recovery of people who have experience of mental illness.

The most recent campaign goes a step further and challenges public perceptions about everyday New Zealanders with a serious mental illness. It invites the public to become more involved and understanding and to “know me before you judge me”.

A freephone service operates through Lifeline while each flight of TV ads is running, for people wanting more information or advice. Lifeline is a voluntary welfare agency offering this service for the Like Minds project.

View the Like Minds TV advertisements