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PAD project


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Positive attitude development - access to labour market for young adults with mental health problems

The project is an interactive project which strengthens all involved partners (Arcada, TLU, Non-governmental-organizations and public organizations) and target-groups skills and experiences. In Finland the project shall be realized in cities of Helsinki, Vantaa and Espoo. In Estonia in the cities of Tallinn, Haapsalu and Keila.

The main objectives are:

1) Promote the target groups access to labour market,

2) Decrease stigma concerning mental health and social problems,

3) Increase social inclusion for the target group

4) Increase skills in social interaction for target group.

The purpose of the project “Positive Attitude Development” is to decrease stigmatisation of mental health disorders and social problems, to increase social inclusion and to promote the access to the labour market, social communication skills and integration to society of young people with mental health problems. Project activities consist of meetings with the defined target group of young people with mental health problems, employers and community members in defined areas in Finland and Estonia. Educational and training activities for the target groups and employers, and a large media campaign shall also be organized to achieve the project purposes.

Main project partners are:
Arcada University - Finland
Tallinn University- Estonia

P.A.D. project shall be implemented between May 2015 and April 2017.
PeriodSum
01.05.2015−30.04.2017 67 273,76 EUR
Main achievements of the project

The purpose of the project “Positive Attitude Development” was to decrease stigmatization of mental health disorders and social problems, to increase social inclusion and to promote the access to the labour market of young people with mental health problems. Project activities consisted of meetings with the defined target group of young people with mental health problems, employers and community members in defined areas in Finland and Estonia. Educational and training activities for the target groups and employers, and a large media campaign were organized to achieve the project purposes.

Media campaigns

The main achievements were realized through our media campaigns. A large number of citizens were reached by Facebook, by the ETV television channel and through the project’s web-page.

Relying on the very active social media presence of our local partner Helpific MTÜ we ran Facebook campaigns and the campaign generated 181,135 video views for our Estonian videos and 44,992 video views with the Russian version of our videos.

Estonian national television channel (ETV) has also broadcasted our campaign videos that according to the official audit of the television channel each of our videos has reached an average of 74.000 people.

Market meetings

In Estonia altogether 6 market meetings were organized in 3 different cities between May 2015 and January 2017. Four meetings have occurred in Tallinn while one in Haapsalu and another one in Tartu. 25-30 people participated on each meetings representing target group members, companies/enterprises and service providers. As 4 out of the 6 market meetings were organized at public events (street festivals) dozens of pedestrians had the opportunity to join the public debate. 

As an average, 5 target group members participated in each market meetings in Estonia and we involved 10 students of Tallinn University into the organization of the events.

We were in contact with 82 different companies, 31 of them accepted our invitation to our trainings/events. The 31 companies sent altogether 57 people (representatives of employers) to our meetings/trainings/project events. 3 companies expressed their willingness to employ target group member as a direct effect of PAD project.

User involvement

In Estonia target group members played a key-role in the media campaign and also in market meetings, training programs and project management. Majority of our campaign materials were created with the direct contribution of target group members. Between August 2015 and March 2016 four target group meetings were organized in Tallinn with altogether 110 participants. Two target group meetings were organized with the participation of Finnish and Estonian target group members in December 2016 and January 2017 with 15-15 participants.

Based on these meetings 12 case studies were collected from target group members for the Estonian media campaign and 10 animation videos were created by an animator who is also member of the target group. The Estonian media campaign was created with an extremely high level of user involvement, all of our campaign materials were reflecting the direct feedback and experience of young people with mental health problems.

Understanding and changing the attitude of the public and employers

We conducted questionnaires at the beginning of the project and also after our media campaign. In Estonia 183 people answered the first turn of the survey and we received 87 answers in the second round. 

The analysis of the surveys showed a positive attitude change among the respondents toward people with mental health problems. However, this attitude change didn’t reach the targeted 20% we found averagely 5-6% better results.

We also conducted focus group interviews with altogether 32 participants in three different regions of the country. Harjumaa, Tartumaa and Lääne-Virumaa. 13 employers/entrepreneurs, 12 service providers and 7 target group members participated in the focus groups. The interviews were conducted by the researchers of Tallinn University between September and December 2016. Results were concluded in a scientific article that will be published in December 2017 in a peer-reviewed journal of Tallinn University’s School of Governance, Law and Society.

Main achievements of the project in Estonia:

We have involved target group members, companies and professionals into our project activities creating interactions between them and gaining relevant information about their point of view.  We collected a relevant amount of information on the topic of employment of young people with mental health problems in Estonia and based on this information we were able to phrase our recommendations to decision makers. As an outcome of PAD project, these recommendations were submitted to the Estonian government. 

Find out more here!

TLU PAD team:
Zsolt Bugarszki zsolt.bugarszki....at....tlu.ee
Marju Medar marju.medar....at....tlu.ee
Marili Anso marili.anso....at....tlu.ee

Financed by European Regional Development Fund, Interreg Central Baltic.