'Mental patient' fancy dress shows how deep offensive stereotypes go in society

Tesco and Asda have done the decent thing. But we must work to end the stigma about mental health in work, communities, friends – even the NHS

'The Asda one [now withdrawn from sale} offended me most because of its use of the mad axeman image, perpetuating another myth - that the mentally ill are likely to be violent.' 

The furore over "mental patient" fancy dress sold by Asda, Tesco and Amazon reminds us how deeply embedded stereotypes about mental illness are in our society. Those defending these costumes say they are a bit of fun and we should lighten up. They are not a bit of fun. They are offensive. They commercialise prejudice and stereotype and they reinforce stigma.

The Asda one offended me most because of its use of the mad axeman image, perpetuating another myth – that the mentally ill are likely to be violent. The mentally ill are more likely to be victims of violence than perpetrators. Fact. The result of stigma and prejudice and lack of understanding.

What I find incredible is that clever, successful people in iconic, successful companies sat around a table, planned these product launches and could not see that people would take genuine offence.

Thanks in large part to quick and targeted campaigns on social media, Asda has done the decent thing and withdrawn its offensive products. Tesco followed suit. I suspect Amazon will be a tougher target, but we will get there.

I know people who are mentally ill who tell me that they can cope with the symptoms of their illness, but what they cannot bear is the fact that they feel they cannot talk to anyone – not even their family, let alone their boss – because they fear the reaction. That is the silencing effect of stigma. Imagine if asthmatics or diabetics felt the same, or if supermarket chains were selling costumes depicting cancer symptoms?

Mental health is still treated completely differently from physical health across the range of services as well as by the public and the political class. That is why the Time to Change campaign exists, to fight for better services and understanding. Last year in parliament, for the first time in history, we heard four MPs speaking out about their own experiences of mental ill health. They received an overwhelmingly positive response from the public.

So things are improving, but far too slowly for those who are suffering, neglected, isolated and without support or care. One day we will look back and wonder – did we really believe that depression was a lifestyle choice? Did we really believe that if you have been diagnosed with schizophrenia you are likely to be violent? But change only comes if people make it happen.

We must begin with the acceptance that mental health matters to us all. The way we behave in wider society sets the tone, but changing attitudes must be underpinned by law, creating rights for mental healthcare in the same way as for physical healthcare. People should feel they can be open about their problems.

We need to invest in care, or at the very least, stop cutting services that were always underfunded and straining at the seams. Mental health budgets have shrunk in real terms, and cuts are having a huge impact. Suicide rates are very worrisome, compulsory treatment is on the rise, and the police are systematically detaining people with mental health problems – who have committed no crimes – rather than having to do this only under exceptional circumstances. The rate of prescriptions of antidepressants and anti-psychotics continues to rise.

We have to turn the tide. We have to ensure that reforms to health, social care, welfare and public health work for mental health, instead of waiting for problems to get worse. Public health professionals urgently need mental health training. GPs must fulfil their basic duty of care.

The most important thing we can do is keep breaking down barriers by talking about these issues. We must continue to work to end stigma and discrimination – not just with employers, friends, and in our communities, but within the very culture of the NHS. Mental illness is just like any other illness. Just because you cannot see it does not make it different. And stigmatising it takes us back to the dark ages.

Read this and other articles by Alastair Campbell on the Guardian website

Alastair Campbell