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| NAMI WARNS SONY AND MATTEL: INTERNATIONAL REPUTATIONS ARE AT RISK NAMI E-News August 31, 2001 Vol. 02-18 For Immediate Release Protest Focuses on "Psycho" Action Figure and "Twisted Metal: Black" Video Game Arlington, VA-The National Alliance for the Mentally Ill (NAMI) has launched a protest of products marketed by Sony Corporation of America and Mattel, Inc. that violate the U.S. Surgeon General's call on the entertainment industry to eliminate the stigma that surrounds mental illness. The protest comes as the First International Conference on Reducing Stigma and Discrimination prepares to convene in Leipzig, Germany on September 2-3, 2001. In an August 28 letter (attached below), NAMI executive director Richard Birkel, Ph.D. warned Howard Stringer and Robert Eckert, the CEO's of Sony and Mattel: "In both the United States and abroad, your respective reputations are at risk." NAMI called on the companies to withdraw the products and to pledge to avoid perpetuating stigma in the future. Birkel's letter also was sent to Jeff Kline, producer of the Max Steel TV series. Specifically, NAMI noted complaints from parents and people with mental illnesses that:
"The insensitivity of these products is especially disturbing in light of the fact that suicide is the third-leading cause of death among teenagers and young adults in the United States," Birkel said. "Ninety percent of suicides involve mental illness. For children especially, taunts of 'psycho' and other epitaphs can be the first barrier to saving lives." In a series of landmark reports on mental health, U.S. Surgeon General David Satcher has emphasized the need to eliminate stigma in order to promote treatment. His most recent report on "Mental Health: Culture, Race and Ethnicity" was released on August 26. In November 2001, the World Health Organization also is expected to release a report on the worldwide implications of mental illness. "Corporate irresponsibility in marketing products of this nature is not limited to the United States," Birkel said. "In a global economy, the offensiveness is multiplied considerably. Mental illness knows no boundaries." # # # For more information about the First International Conference on Reducing Stigma and Discrimination, September 2-3, 2001, see www.together-against-stigma.de, or contact the Organizing Committee at the University of Leipzig: 49-341-9724535 or stigma2001@medizin.uni-leipzig.de * The following is the letter from NAMI executive director Rick Birkel to the corporate leaders of Sony, Mattel, and Max Steel expressing NAMI's concern about the stigmatizing effects of these products. August 28, 2001 Howard Stringer Robert A. Eckert Jeff Kline, Dear Sirs: I wish to raise very strong concern over products for which you are responsible that contradict the U.S. Surgeon General's call on the entertainment industry to help eliminate the stigma that surrounds mental illnesses. NAMI, the National Alliance for the Mentally Ill, represents more than 220,000 families, each with a son, daughter, spouse, sibling or parent with a severe mental illness. In recent months we have received reports from parents appalled at the character "Psycho" featured in the Max Steel television series and sold as an action figure by Mattel. In addition, Sony is promoting hurtful, inaccurate, dehumanizing stigma about people with mental illnesses in connection with violent video games. NAMI's Stigmabusters program previously has contacted you by telephone or fax with the following specific concerns: · The animated TV series Max Steel, with the enemy "Psycho," sends a wrongful message to children that people with mental illness are violent villains. · The Max Steel "Psycho" action figure, with an exploding head and "psychoblaster," marketed for ages four and up, equally promotes stigma among youngsters who need to learn that mental illnesses are brain disorders that require treatment like any other illness. · Sony's violent video game "Twisted Metal: Black" involves dark, threatening characters released from a mental institution. The game is an affront to people who, through no fault of their own, manage biologically based brain disorders such as schizophrenia, bipolar disorder, major depression, or post-traumatic stress disorder. One in five Americans experience mental illness. Such games not only treat them with contempt, but also perpetuate the stigma that prevents people from getting help when they need it most and greatly impedes recoveries. The insensitivity reflected in these products is especially disturbing in light of the fact that suicide is the third-leading cause of death among teenagers and young adults in the United States. Ninety percent of suicides are the result of mental illness. For children especially, taunts of "psycho" and other epitaphs can be the first barrier to saving lives. Corporate irresponsibility of this nature in marketing products is not limited to the United States. In a global economy, the offensiveness is multiplied considerably. Mental illness knows no boundaries and exists as a primary concern of the World Health Organization (WHO), as well as NAMI's colleague organizations worldwide. Your products were subjects of concern at NAMI's recent annual convention in Washington, D.C., attended by representatives of 25 countries. I expect they also may contribute to discussions at the First International Conference to Reduce Stigma on September 2-3, 2001, in Leipzig, Germany. In both the United States and abroad, your respective reputations are at risk. NAMI hopes you will recognize a responsibility to the national and world community, as well as parental concerns. Please withdraw these products and pledge to avoid perpetuating stigma in the future. Please exercise your power responsibly as leaders in the entertainment industry. Sincerely, Richard Birkel, Ph.D. cc: |
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