Fudge leaves bitter taste for mental health charity SANE
10 October 2002
Mental Health Charity SANE Australia has protested against stigma in advertising for 2 Fudge hair care products that pokes fun at people with mental illness.
Two recent campaigns by Fudge — ‘Schizophrenic’ and ‘Headcase’ — have prompted public complaints. Following the manufacturer’s response to community concern, SANE Australia has called for a global boycott of the company’s products.
The campaign labels one product combination ‘Headcase’ and shows a young woman in a straitjacket, with the slogan ‘Don’t be a headcase’.
Another product that packages 2 hair care products together is called ‘Schizophrenic’ and carries the slogan ‘Get it straight one day and curly the next’.
Deputy Director of SANE Australia Dr Paul Morgan said: ‘The stereotyping of schizophrenia as a split personality is not only grossly inaccurate but the mean-spirited trivialising of mental illness is highly offensive to people who live with distressing and painful illnesses.’
The Royal Australian and New Zealand College of Psychiatrists described the campaign as ‘truly miserable’.
Last Reviewed: 10 October 2002
