A national suicide prevention organisation, leading politicians and those affected by mental health issues have joined forces to call on the UK’s broadcasters to redress the potentially lethal effect of stigmatising language in addressing mental health issues. The Zero Suicide Alliance (ZSA), Steve Rotheram, the Metro Mayor of Liverpool, and local MP Luciana Berger, sent an open letter in January to all the major broadcasters in the country to reconsider the way they refer to mental health issues, which has recently been highlighted by Ava Max’s single, ‘Sweet but Psycho.’
Referring to Ava’s hit, the letter warns: “The track’s lyrics and associated promo video (which features scenes of irrational violence and threat that involve a baseball bat, darts and knives) casually underline negative perceptions of mental health – in short it’s a package that helps to encourage and support stigma.