Australian retailer Big W has issued a formal apology after pulling a Halloween costume from its shelves earlier this week.
Rachel Green, CEO of mental health organisation SANE shared a post calling for the store and its fellow retailer, Spotlight, to remove the ‘Insane Asylum’ costume from its Halloween line up.
In the post, Green thanked Luke Marshall for “calling this out” after the speaker and author had criticised the retailers for using “harsh and outdated language that’s extremely stigmatising for anyone living with complex mental health.”
Green responded in agreeance, stating “Hey Spotlight Retail Group (SRG) and Big W check out my selfie… this is what a #mentalpatient really looks like.” Before continuing, “Living with mental health issues isn’t a #halloween costume.”
After a host of responses flooded the comment section in solidarity, the retailer immediately responded, apologising for the hurt caused by the costume pulling the item from shelves.
In a statement released by the retailer, a spokesperson from Big W confirmed that the product had been removed as soon as they learnt of the complaints.
“We are sorry for any impact we may have caused to the community in having this costume available in our Halloween range,” the statement read.
“We have spoken with SANE Australia to understand the impact of stigma and experiences of people with complex mental health issues and their families, and are aligned with their position and values.
“We will continue the conversation to take a proactive approach line with our values around mental health and wellbeing.”
Rachel Green followed up her initial post with another commending the retailer for reaching out to SANE to “listen, to understand and to apologise for selling stigmatising Halloween costumes.”
“I’ve had many people reach out in the last 24 hours to share just how important it is that we keep advocating for people and families affected by complex mental illness. Discussions about these costumes and whether the straitjacket is simply just a historical relic help highlight the stark reality that seclusion and restraint is still a significant issue around the country.”
“The AIHW reported close to 10,000 incidents of seclusion of an average of 6 hours in duration in 2022-23, and over 1,000 incidences of mechanical restraint. These issues are not at all confined to the history books.”
The post also called for retailers to take notice and follow suit, and for anyone considering dressing up for Halloween to think about their chosen outfit under a more inclusive lens.
“Imagine a Halloween where people dress up as goblins or other fictional characters—without resorting to stereotypes about mental health, and where we can access a mental health system that feels like an open door to a safe space for healing, and not a haunted house.”
And we couldn’t agree more.
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