Stigma around mental health challenges is centuries old, crossing every nationality, culture and time period (Tartakovsky, 2018). As a consequence, stigma is still deep-seated in society’s ways of thinking. In addition, research links powerful negative media images with public prejudice, as reinforced by the sensationalist approach of the media which is fuelled by the motivation to be prejudiced, ignorant and fearful of mental illness (Harteneck, 2015).