An advert showing a man holding a fuel pump nozzle to his head, with his hand on the ‘trigger’, has been described as “really distasteful” by an organisation that offers support to people with mental health problems.
This advert is the reflection of the unwitting insensitivity of our society towards mental health issues
The advert, which was also used on billboards, attempts to promote the conversion of cars from petrol to the cleaner and cheaper LPG fuel.
The words ‘fuel bills can get to you’ are printed over the dark image of the man holding the nozzle.
Some readers of The Times complained that the advert was insensitive, even though others argued that the advert was a breath of fresh air and a break from the political billboards invading Malta’s roads.
They thought it was a clever play on the fuel issue that has cropped up throughout the campaign as the two parties debate what fuel to pick to run the power station.
Dolores Gauci, CEO of the Richmond Foundation which works with people who have mental health problems, said it was distasteful since it “ridicules the issue of suicide”.
However, the company behind the billboard, Michael Debono Limited, defended the move: “It only reflects the common expression ‘to put a gun to your head’ and nothing more.
“The message portrayed in the advert is that car fuel bills are a serious problem for most people and that, by converting to LPG, one would considerably lessen this expense,” a company spokesman said.
So, when designing it, did they consider that it could be offensive towards people with mental health problems?
“Not at all, as our intention was never to allude to any mental illness or anything of the sort – all we wanted was to present the option of LPG conversions as a viable way to save money on car fuel bills and, may I also underline that it is also a cleaner type of fuel in respect to emissions,” the spokesman said.
Ms Gauci said that, while she had no doubt the company meant no harm, the attitude indicated the level of stigmatisation of mental health issues.
“This advert is the reflection of the unwitting insensitivity of our society towards mental health issues,” she said, adding that about a quarter of the population had, at some point, experienced some type of mental health problem.