1. A minority is a small group, or one person, who does not accept the view that most people hold.
2. A minority persuades by making the majority think the question through again.
3. The route is conversion, where people come to agree privately, which is internalisation.
4. Change through conversion lasts, because a converted person keeps the new view when nobody is watching.
5. A minority persuades through consistency, commitment and the credibility of lived experience.
6. Minority influence affects mental health in three ways.
   1. Changing attitudes and behaviour towards mental health, increasing awareness of it, and reducing mental health stigma and discrimination.

How a minority becomes persuasive

1. Consistency
   1. The minority repeats the same message over months and years, and its members agree with one another while they do it.
   2. The majority begins to ask why these people keep raising it, and the message then gets thought about.
2. Commitment
   1. Taking a personal risk for the cause, such as speaking publicly about your own diagnosis, shows the belief is genuine.
3. Lived experience
   1. Someone who has lived with a mental health problem can contradict a myth with their own life.
   2. A first-hand account of the condition gives the message credibility.

Changing attitudes and behaviour towards mental health

1. Attitudes are what people think and feel about mental health.
2. One false attitude is that a person with schizophrenia must be dangerous.
3. Another is that depression is ordinary sadness that a person could snap out of if they tried.
4. Behaviour is what people do once they hold those attitudes.
5. Attitude change shows up in behaviour, as when colleagues check in on someone or a friend goes along to a GP appointment.
6. The change then snowballs, because a few people privately accept the new view and the shift speeds up as more people convert.

Increasing awareness of mental health problems

1. Increasing awareness means people learn what these conditions involve day to day.
2. A minority raises awareness through campaigns, school assemblies, documentaries and open disclosures.
3. Once people know how common these conditions are, a diagnosis starts to look ordinary.
4. Awareness also reaches the person themselves, so someone who is struggling recognises what is happening and asks for help sooner.

Reducing stigma and discrimination

1. Stigma is the negative label attached to a diagnosis, and it leaves people feeling ashamed of something that is not their fault.
2. Correcting myths, such as the belief that schizophrenia means a split personality or that it makes someone violent, takes the shame out of the label.
3. Discrimination is being treated worse than others because of that label.
   1. Being passed over for a job after mentioning a diagnosis, or being dropped by friends, are the everyday forms it takes.
4. Lower stigma means fewer of those decisions are made, because the belief behind them has changed.
5. Conversion makes the reduction last, because people privately agree and the drop in stigma outlasts the campaign that started it.

Turning this into marks

1. Say what consistency does, because the word on its own does not secure the knowledge mark and a repeated message that the majority starts to think about does.
2. Trace the change in order, from the minority drawing attention, to a few people converting privately, to the snowball that carries the new view to the majority.
3. Name a real case such as Time to Change, because a general description of campaigning could apply to anything.
4. The mark most often lost is treating stigma and discrimination as one thing when a question asks about both, so keep them as two separate points.