New Zealand

Suicide ads for mothers ordered off-air by the Advertising Standards Office

This video was part of lobbying to increase parental support before and after childbirth.Photo / Attachment

A miserable three-minute movie about a struggling pregnant woman who was killed was ordered off-air.

This video was part of a Mothers Matter campaign to raise awareness about postpartum depression and encourage it to be offered to the government. More support for new parents..

Created by Moonshine Films in partnership with Mothers Matter, the film is in a violent relationship when a pregnant woman realizes she is pregnant. The woman talks to her partner and he leaves her.

Near the end of the movie, the woman’s father found a note next to the baby, “I’m sorry.” She leaves and her sorrowful father seeks change.

The movie ends with the words, “We asked the government for help. They turned us away.”

There was strong feedback from the public and politicians at the time, but others, including the Mental Health Foundation, were concerned about the potential to trigger people suffering from mental health and the lack of warnings in some screenings. was doing.

The ASA partially endorsed all 13 complaints received regarding advertising: “The content you face can trigger vulnerable viewers of all ages and can harm some consumers. I decided that it had sex, and ordered it off-air.

An independent commercial approval agency evaluated it for broadcast at any time, except during children’s programming.

The Complaints Committee stated that the classification and placement of ads was “inappropriate given the subject matter facing and the depiction of the method of suicide” and should be evaluated at least by adults only.

The petitioner said the video triggered vulnerable people with “alcohol graphic use, self-harm, suicide, psychological abuse, and child neglect.”

They said there was an improper placement when the children were looking and should have appeared after the 8:30 pm basin.

Plaintiffs also argued that they violated broadcast recommendations on suicide by showing methods of suicide and not including warnings or support information, describing suicide as having positive consequences and describing certain ethnic groups. Blame.

In a submission to Chloe Light, the founder of ASA Mothers Matter, the video “in our community,
Policymaker, government “.

The Commercial Approval Authority has submitted the seriousness of the subject as “justifying it to cause some distress.”

“In our view, advertising is created and placed with full awareness of social responsibility.

“It’s undeniably’robust’and can be painful to see, but this is certainly justified by the seriousness of the problem. “

Herald ran a video on the day the campaign began as part of news coverage about the issue and the reaction of politicians.

Looking for support?Available

• Call or text message 1737 at any time for support from a trained counselor

• Call Plunket Line 24/7 at 0800933922

• Depression Helpline: Toll Free 0800 111 757

• Healthline: 0800 611 116 (available 24 hours a day, 7 days a week, free for callers across New Zealand, including mobile phones)

• Lifeline: 0800 543 35

• Samaritan: 0800 726 666

Suicide ads for mothers ordered off-air by the Advertising Standards Office

SourceSuicide ads for mothers ordered off-air by the Advertising Standards Office

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