The If It’s Okay campaign aims to challenge the root cause of the shame that many people who live with mental illness experience

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 many people who live 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 anti-stigma champions from across Scotland, Wales and Northern Ireland, If It’s Okay draws on people’s experiences to emphasise the impact that negative language and behaviours can have. 

A poll of 2002 people to mark the campaign’s launch found that 36% of people in the UK (28% in Scotland) would not want someone with experience of a mental illness to look after their child, while 17% (15% in Scotland) say they wouldn’t want to be in a relationship with someone with experience of a mental illness. 

Attitudes like these 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. 

The 2024 poll highlighted that 51% of people across the UK (60% in Scotland) believe that there is still a great deal or fair amount of shame associated with mental illness.  

Language around mental health and mental illness plays its part. People across the UK believe that commonly used slurs related to mental health are acceptable in daily life, with 20% saying they believe describing someone as ‘crazy’ is acceptable (21% in Scotland), while 22% think it’s okay to describe someone as ‘totally OCD’ (21% in Scotland). 

See Me volunteer Paul (pictured), says that stigma relating to  topics like hospitalisation and medication has contributed to his own feelings of shame and self-stigma. 

Paul, 34, a PhD researcher from Falkirk, said: “Certain medications can be stigmatised, like anti-psychotic medication and antidepressants.   

“I've heard people make comments like, ‘Oh, do they really need them? Is there not something else they could do? Could they not just do something else instead to boost their mood or whatever?’ It's not always that simple, and it can be really life changing for some people.   

“So, de-stigmatising, challenging and getting more comfortable talking about the fact that you take medication is part of it.” 

Paul added: “I remember the first time I went into hospital; I didn't want anyone to know, not even my friends.  

“My family knew, they were there with me, but I didn't even want my friends to know – which I feel really ashamed thinking about it now.  

“Because all my friends were great and super supportive. They didn't care. They just wanted me to get better, and I'd be the exact same if that was them.  

“It was down to stigma that I was massively embarrassed being sectioned.   

“But you wouldn't be embarrassed if someone you know was in hospital for a broken leg or an asthma attack. Or if someone was taking medication for their heart condition.  

“It’s the same thing when it comes to your mental health. We have to get more comfortable talking about these things to normalise them.” 

Following the 2024 If It’s Okay launch, a survey of 209 people across the UK found that the campaign had a positive impact on their own understanding of shame, with 88% 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. 

See Me director Wendy Halliday 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.” 

Natalie Stevenson, manager of Voices of Experience (VOX) Scotland, said: “We know from our members that despite greater understanding around mental wellbeing, stigma still significantly impacts the daily lives of many people living with mental illness.  

“Whether they feel unable to disclose a diagnosis in the workplace, open up to friends and family, or even seek support from a healthcare professional, stigma is still a huge barrier to people getting the support they need and being able to lead a full life.   

“The language we use and the way we respond to issues around mental ill health are so important as, so often, it’s what others say and do that stigmatises mental illness.  

“This campaign challenges all of us to really think about how our words and our actions can lead to feelings of shame in others, and shows we all have a part to play in ending stigma.” 

Head to the See Me website to learn more about the steps you can take to make sure no one feels shamed because of their mental health.