The service users, including some with a learning disability, told 5 Boroughs Partnership NHS Foundation Trust that the use of derogatory words and phrases such as 'nutter', 'loony' and 'weirdo' is commonplace in society – something that leaves them feeling unhappy and misunderstood. This shocking claim was reinforced by footage from the Trust's portable purpose-built Big Brother-style booth, recorded 18 months ago. Local people were captured on camera talking about their views on mental ill health and learning disabilities.

"Our service users asked us to challenge stigma so that they could recover in more supportive communities," says Emma Parkes, the Trust's Assistant Director of Marketing and Communications. "I therefore decided to launch a petition and to ask people to sign it and make a pledge not to use words that are hurtful and offensive to describe people with mental ill health and learning disabilities."

The campaign slogan: "Sticks and stones may break my bones – words can also hurt me," is a familiar memorable nursery rhyme with a twist that most people can relate to.  Comedian Stephen Fry helped to launch the petition online on 1st April.  Other high profile supporters include Frank Bruno, Alastair Campbell and Phil Neville.

"The campaign is a great example of how we are leading the way on Patient Experience," continues Emma. "We have been short-listed for an award by the Association of Healthcare Communicators and Marketing for our innovative use of the Big Brother Booth." "The 'Sticks and Stones' campaign has created multiple opportunities for service user involvement, from helping to collect signatures to empowering people to tell their own stories to the press."

For more information about the campaign view www.stampoutstigma.co.uk/pledge
or contact Emmaj.parkes@5bp.nhs.uk

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