Challenging discrimination

Want to know what to write to organisations or companies who have placed discriminatory advertisements?

The letter below was sent in response to adverts placed by lastminute.com in the Autumn of 2005.

Dear Sir

I am writing in connection with recent advertisements for lastminute placed in newspapers and on the tube, including such slogans as 'that's the family conscience taken care of' and 'that's the psychotic nephew taken care of'. As a mental health charity, we are, unsurprisingly, concerned with the latter rather than the former.

Psychosis is a serious condition which about 2% of the UK population experience in their lifetime. People with psychosis state repeatedly that the biggest barrier to them leading a 'normal' life is not the condition itself, however distressing, but the stigma and prejudice they experience. Advertisements like the 'psychotic nephew' one, which shows a menacing 'roboraptor', only add to the stigma they experience. It simultaneously undermines the significant distress they have experienced and perpetuates myths surrounding mental illness and violence.

We have in the past provided advice to Saatchi and Saatchi on using mental health themes in advertising and would be happy to help you with any future campaigns you are considering.

Yours faithfully

Name

In response, lastminute de-briefed the agency they had used for the campaign and, after taking Rethink's points into consideration, assured us that they wouldn't pursue this line of creative concept in the future.