Advocating for mental health matters because words matter, and they hold great power to heal or harm. For those  of us who have lost loved ones to suicide, seeing the term misused in marketing campaigns can be incredibly painful. BrewDog, a globally recognized brewing company, has chosen to use the term 'suicide' in their marketing slogan, trivializing the devastating act that deeply affects real people and their families every day.

Language matters the Mental Health Foundation says that “It is important not just how we talk about problems and diagnoses. Remember that 1 in 6 of us is experiencing high levels of distress or a common mental health problem every week therefore being respectful and thoughtful in our mental health-related language could do wonders for our brain’s “associative activation”, and, hence, the emotions of the people around us.” 2019*

More than 720 000 people die due to suicide every year, according to the World Health Organization. Each number is a life lost and a family shattered. Suicide is a tragic event with strong emotional consequences and profound effects on others, which should not be used lightly or irreverently in any form of marketing. 2025**

BrewDog is a brand that markets itself as being socially conscious and responsible. Thus, it's essential for the company to lead by example and uphold its stated values by acknowledging the mistake in their current marketing strategy. By continuing to use this slogan, they not only harm their reputation but also risk alienating customers who are advocates for mental health or who have been personally impacted by suicide.

It is crucial for BrewDog to immediately reconsider and change their marketing campaign. The usage of sensitive terms like 'suicide' should be approached with the utmost care and respect, understanding the weight they carry and the hurt they can cause. Moreover, BrewDog should take this opportunity to raise awareness about mental health issues and contribute to destigmatizing mental health conversations in our communities.

We urge BrewDog to remove the 'suicide' slogan from their marketing, publicly apologize for this oversight, and implement more sensitivity in their future campaigns. As a company known for its bold moves, let one of those moves be the championing of mental health causes alongside their product innovation.

Please join us in challenging BrewDog to do better by signing this petition, helping create a world where marketing respects the dignity and struggles of all individuals. Together, we can amplify our voices to remind businesses of their corporate responsibility to prioritize people over profits.

image credit the Scottish Sun. 

*mental health foundation quote - www.mentalhealth.org.uk 

** World Health Organization

petition created by Heather Lewis, as an individual, views are my own.