Stigma Stop Watch Factsheet
What is it?
Stigma Stop Watch was launched in April 2003 to address the issue of stigma within the press:
Aimed at targeting the Scottish media – local, national, print, TV and radio – Stigma Stop Watch hopes to change journalists’ choice of words and the tone they take when reporting on mental health issues and on general stories. The ‘see me’ campaign recognises that the media has a huge influence– and believes that the media has a responsibility to consider the impact the words may have. (‘see me’ press release).
The portrayal of mental ill-health within the media can often be negative, with derogatory terms such as ‘nutter’, ‘loony’ and ‘schizo’ being used. Negative coverage can arise from events such as the absconding of a patient from secure care, the coverage of a particular trial or offence, or even a storyline in a TV drama.
‘see me’ monitors the press. Weanalyse and lognewspaper articles from over 180 publications available in Scotland. These articles are recorded on a daily basis and logged into a database. This allows ‘see me’ to track changes in reporting and coverage over a period of time.
Challenging negative coverage
- We write for publication, or contact journalists, editors or companies directly to offer constructive criticism, accompanied by suggestions for improvement. A ‘see me’ factsheet may be included within the response to inform of statistics or certain diagnosis.
- We bring items to the attention of a database of an ever-increasing 1600 stigma stop watch campaigners who then have the option of raising their own actions.
- We contact journalists or services in advance of an anticipated story (e.g. mental ill health in a TV drama) with information, and a copy of the NUJ or Shift Guidelines.
- The Campaign Director meets with a journalist for face-to-face briefings
- Coca-cola launched there latest addition to the brand with a strapline ‘blind dates without the psychos’ in 2005
- ’see me’ was key in the advert being removed and was a great achievement in challenging stigma and an International company
- SSW aims to respond constructively to stigma, key words are ‘fair’ and ‘accurate’ reporting.
- SSW is an opportunity to engage, not a hostile attack. Incidences of stigma may be flagged up by ‘see me’, a partner, activist or an individual.
- Recording of articles over a period of time provides a valuable research tool for looking at the changes in the Scottish media.
- Anyone can sign up to the SSW Database – ‘see me’ relies on individuals to flag up stigma to strengthen the campaign voice
‘see me’ has a range of responses to addressing stigma:
Praising Positive Reporting
‘see me’ recognises the need to acknowledge and praise positive reporting. In addition to contacting journalists individually, a letter may be written to the newspaper for publication to maximise the positive message.
Taking Action
Key points
Progress?
Statistics from the Media Monitoring database show an improvement in media coverage over the last 5 years, with an increase in accurate reporting and decrease in negative coverage. In addition, ‘see me’ has become well-known with journalists:
’see me’ is a very media savvy and media aware organisation. Unlike charities and other organisations, they aren’t about raising money, more about putting a message across, so their relationship with the media is very good. Health Reporter, The Scotsman (‘see me’ media consultation August 2006)