PRESS RELEASE
Charity partnership calls on the public to play their part in tackling shame associated with mental illness
Language and attitudes continue to contribute to the shame which people with experience of mental illness face
Three mental health charities are calling for more support and understanding of mental illness to help address the shame which people continue to face.
Members of the UK Anti-Stigma Alliance – See Me in Scotland, Inspire in Northern Ireland, and Time to Change Wales – are encouraging people across the country to play their part in helping to end the shame which so many people feel.
Originally launched in 2024, the If It’s Okay campaign aims to challenge the root cause of the shame that people with mental illness experience.
“It’s okay not to be okay” is a familiar phrase in mental health campaigning, credited with giving people the courage to be more open about their mental health. But for many people with experience of more complex mental illnesses, it isn’t always relatable – and feelings of shame can be a common issue.
This shame stems from a range of sources and is often influenced by the behaviours and attitudes of others. This can lead to people feeling ‘less than’ or unworthy.
Created in partnership with charity volunteers and champions from across Scotland, Wales, and Northern Ireland, If It’s Okay draws on people’s real experiences to emphasise the impact that negative language and behaviours can have.
A poll of 2002 people conducted last year to mark the campaign’s launch found that 36 per cent of people in the UK (24 per cent in Wales) would not want someone with experience of a mental illness to look after their child, while 17 per cent (18 per cent in Wales) say they wouldn’t want to be in a relationship with someone with experience of a mental illness.
Attitudes like this can lead people to hide their diagnosis and withdraw from everyday opportunities. It can stop people from getting the help and support they need, make people feel alone and cause those living with a mental illness to withdraw from opportunities others may take for granted.
As reported last year, 51 per cent of people across the UK (52 per cent in Wales) believe that there is still a great deal or fair amount of shame associated with mental illness.
Language around mental health and mental illness also plays its part. People across the UK still believe that commonly used slurs related to mental health are acceptable in daily life, with 20 per cent saying they believe ‘crazy’ is acceptable (16 per cent in Wales), while 22 per cent think it’s okay to describe someone as ‘totally OCD’ (16 per cent in Wales).
Charlotte from Carmarthen said: “I have struggled with my mental health for years, I have felt hopeless and broken at times. I have a few mental health diagnoses and because of this, there has been many individuals who have treated me like everything I do is for attention, rather than seeing the torture and suffering I go through. I began talking with people who had experienced their own mental health issues, and it helped me to realise that it is not my fault that I am mentally unwell. This really helped with my self-esteem and taught me to give myself a break rather than beat myself up over something I cannot control at times. I am now learning coping mechanisms and learning to be proud of who I am and not hide away. I am so grateful for others sharing their experiences to help me feel more accepted in life.”
Toni from Cardiff said: "When I was first diagnosed with borderline personality disorder (BPD) in October 2023 I felt a huge relief that I finally had answers to everything I was going through. On the flip side of this, I also felt a great deal of anxiety of how I was going to explain this to the people around me.
Initially when I first told people I had BPD I felt like I was treated as a ticking time bomb, but in reality, I just wanted people to treat me how they would treat anyone else who didn’t have a mental health problem. This made me really scared to tell people about my diagnosis.
It wasn’t until one of my colleagues took the time to listen and for the first time, I felt no judgement or shame about my disorder. Since this, I have built such an amazing support network and the stigma I first experienced no longer negatively impacts me."
Following the 2024 If It’s Okay launch, a survey of 200 people across the UK showed that the initial campaign had a positive impact on their own understanding of shame, with 88 per cent of people saying that the campaign helped them think about the impact of shame on people living with mental illness.
The Anti-Stigma Alliance members are now calling on the public to build on this progress and think about their words and actions when they’re talking about mental ill health.
Lowri Wyn Jones, Programme Manager for Time to Change Wales, said: “With over half the population in Wales believing that there’s still shame associated with mental illness, we know it continues to negatively impact the lives of so many of us facing mental health issues. Re-launching this campaign has felt both timely and necessary to reinforce the message that nobody should feel ashamed of having a mental health problem. Led by individuals with real-life experiences of shame surrounding their mental health, our aim with this campaign is to shift public perception and behaviour.”
People living with a mental illness are being encouraged to share their views and experiences to show the real human impact that shame has, and how important it is that we all do something about it on social media, in everyday conversations and in their communities.
By seeing other people’s experiences, we can help people who are living with a mental illness and feelings of shame to feel less alone. This will also help members of the public to think about their own behaviour, and the words they use every day – and make a change to support others.
Head to the website www.timetochangewales.org.uk/en/campaigns/if-its-okay to learn more about the steps you can take to make sure no one feels shamed because of their mental health. Join the conversation on social media by using the hashtag #IfItsOkay.
Please contact Lowri Wyn Jones on l.wynjones@timetochangewales.org.uk for more information including interviews with anyone featured in this press release.
NOTES TO EDITORS
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The survey was carried out across the UK by Censuswide, on behalf of the Anti-Stigma Alliance, with a sample of 2002 18+ nationally representative adults/consumers in the UK (including 95 in Wales). Polling took place from 15 February 2024 to 21 February 2024. Censuswide abides by and employs members of the Market Research Society, which is based on the ESOMAR principles. Censuswide is also a member of the British Polling Council.
The If It’s Okay follow-up research included an online survey of 209 people across the UK, which ran between March and April 2024. Four focus groups were also held with people impacted by the campaign in Wales, Scotland and Northern Ireland, to explore themes arising in the survey in more depth. -
If It’s Okay was created by a partnership between mental health charities in the UK and Ireland: Inspire in Northern Ireland and the Republic of Ireland, See Me in Scotland, Time to Change Wales and Mind in England.
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See Me is Scotland’s national programme to end mental health stigma and discrimination, enabling people who experience mental health problems to live fulfilled lives. Find out more at www.seemescotland.org.
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is the first national campaign focusing on reducing the stigma and discrimination faced by people with mental health problems in Wales. Time to Change Wales is led by two of Wales’ leading mental health charities, Adferiad and Mind Cymru, and funded by the Welsh Government. More information at www.timetochangewales.org.uk
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Inspire is a charity and social enterprise, which operates across the island of Ireland. Our aim is wellbeing for all. We work alongside people living with mental ill health, intellectual disability, autism and addictions, ensuring that they live with dignity and realise their full potential. We campaign to create a society free from stigma and discrimination, with a culture of compassion that focuses on people and their abilities. Find out more about Inspire at www.inspirewellbeing.org.
Additional Quotes:
Wendy Halliday, director of See Me, Scotland’s national programme to end mental health stigma and discrimination, said: “Shame, and feelings of self-stigma, can be a huge barrier for people with experience of more severe and complex mental illnesses.
“It can stop people from speaking up and saying what they really feel, getting help, or simply being honest with those closest to them. We know that has to change.
“We’re encouraging everyone to think about the part they can play in reducing the shame that people face, whether that’s considering the words you use in relation to mental illness or taking time to increase your understanding of mental illness.
“What might be a throwaway comment or silly joke for one person could be devastating for someone who experiences mental illness. We all need to be more mindful of the impact our words can have.
“We want to live in a society where everyone feels able to speak about their mental health experiences, free from shame and stigma.”