Mental Health Stigma Watch Media Campaign
SANE’s StigmaWatch program has been tackling stigma in Australian media since 1997. Focused on mental ill health and suicide, the program monitors news, entertainment, and advertising content, identifying when reporting is inaccurate, sensationalised, or harmful — and providing constructive, solutions-focused feedback to journalists and media outlets.
The program works in partnership with Mindframe, using national media guidelines to support safer language, reduce stereotypes, and prevent copycat or distress-related harms. It also highlights positive media reporting, reinforcing approaches that are accurate, respectful, and grounded in lived experience understanding.
What makes StigmaWatch a strong stigma-reduction model:
• It responds in real time when harmful portrayals occur
• It shifts practice by engaging directly with the people who produce media
• It uses guidelines, not punishment — the goal is better reporting
• It highlights examples of safe and respectful reporting through its “Good News” reporting alerts and acknowledgements
• It is co-designed and informed by people with lived experience
Why it matters:
Media is one of the most powerful drivers of mental health stigma. When reporting reinforces fear, blame, or stereotypes, people are less likely to ask for help. When reporting is accurate and respectful, it improves understanding, reduces shame, and can support help-seeking.