Public mental health messages have stressed divisions between people who are experiencing mental health problems and those who are not, for example by using slogans suggesting ‘one in four’ individuals have mental disorder. Simple unambiguous messages that convey that ‘we all get stressed, we just react differently’ may be more inclusive and effective at destigmatising mental health problems. This is analogous to the attitude towards physical health problems which are accepted as affecting everyone. Such a theme is scientifically sustainable.
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