In her interview with The Sydney Morning Herald, Ms Helen Farquhar – marketing director for McDonald’s Australia, described the company’s marketing over recent years as ‘schizophrenic’. The article, entitled ‘Maccas reaches out for shared moments,’ was published on 1.11.07.

StigmaWatch raised the issue of referring to schizophrenia out of context and called upon McDonald’s to show the same respect to psychiatric illness as would be given to physical illness when choosing wording.