ITNTW: Mental Health Awareness in Seasonal Marketing – Big W & Spotlight Backlash

Halloween is the highlight of October, a season for embracing bold styles, creative costumes and festive outdoor decor. Every year more and more Aussie businesses seem to be jumping on the commercialisation of the holiday, decking out stores with pumpkins, skeletons and spiderwebs. But have some taken the spooky season festivities too far? 

This year, major retailers Big W and Spotlight faced public backlash over a controversial Halloween costume they had in stock – a so-called “insane asylum straitjacket costume.” This ensemble featured a white straitjacket with the phrase “Property of the County Mental Institution. Approach with caution” emblazoned on it, while the ad description read: “This crazed patient is out of control! If you find yourself in the maximum security psych ward at your local hospital or slammer this Halloween, this outfit will be perfect!”

Unsurprisingly, this portrayal struck a nerve with consumers and mental health advocates, who voiced concerns about the stigmatisation of mental illness. Following strong criticism from mental health organisations, both retailers pulled the costume from shelves. Their decision reflects a growing societal awareness of the need for sensitivity and respect surrounding mental health – an important consideration in every area of life, including Halloween.

From a psychological perspective, mental health experts highlight that such costumes reinforce outdated and damaging stereotypes. They explain that society has moved beyond defining individuals with mental health challenges by institutionalisation. Costumes like these are harmful because they depict mental illness as something frightening or dangerous, which is an inappropriate and outdated portrayal.

From a PR standpoint, this situation highlights the importance of responsible representation. Brands must be mindful of how certain themes can impact public perception, especially in an age where inclusivity and mental health awareness are more valued than ever. This incident serves as a reminder that retailers must tread carefully, recognising that even Halloween costumes can affect the real lives of people facing mental health challenges.

Let’s stick with zombies and vampires.

Written by Michelle Yeow, PR & Influencer Coordinator @ InsideOut PR & AsSeenOn