Like Minds, Like Mine

Just Ask. Just Listen.

A new national Like Minds, Like Mine campaign launched on 30 September 2018, before Mental Health Awareness Week 8 to 14 October 2018.

The campaign ‘Just Ask. Just Listen’ targets family, whānau and friends of people experiencing mental distress. It uses humour and existing New Zealand wildlife film footage to highlight people’s behaviour by showing ‘what not to do’ – including deciding what’s best for the person, labelling or name-calling, awkward conversations and excluding someone from social occasions. 

The campaign message is to not assume what someone experiencing mental distress needs or is capable of, but rather to be guided by the person. The call to action is Just Ask. Just Listen.

Key messages

Mental illness and distress is common and can happen to anyone. One in two people in the population are likely to develop a mental disorder at some time in their lives (or one in five people in any given year).
Do not assume what someone experiencing mental distress needs or is capable of, but rather to be guided by the person.
Just ask what you can do. Just Listen.

Campaign channels


Family, whānau and friends are commonly reported as discriminating towards people experiencing mental distress. The New Zealand Mental Health Monitor (2018) delivered by Te Hiringa Hauora/Health Promotion Agency reports that 80% of New Zealanders know someone who experiences mental distress or were affected by mental distress themselves. The lifetime exposure to mental distress is highest for family/whānau (51%) and close friends (50%). 

Everyone is a family/whānau member or friend, and has the power to exclude someone with mental distress. This campaign aims to address this and help change behaviour. 

Help spread the word

Follow the Like Minds, Like Mine Facebook page and share content through your own channels. Encourage others to like and follow the pages too.

Visit the Like Minds, Like Mine website for more information about the campaign, including tips for conversation starters, looking after yourself and your whānau and where to go for support.

Order resources or download items from our digital toolkit. The toolkit includes video links, email signatures, downloadable posters and flyers. Keep checking the toolkit as further resources will be added over time.