Who magazine published a feature on singer Britney Spears entitled ‘Britney’s split personality’ on 4.2.08. The article reported on Spears’ recent activity and speculated about the state of her mental health, posing the question: ‘has she flipped her pink wig?,’ in reference to a wig the singer was seen wearing.

A number of StigmaWatchers reported that they read the article as mocking mental illness. Readers commented that alienating people with mental illness in this way can potentially discourage them from seeking help. 

The caption 'Mother Britney!' appeared next to the singer's photograph. Readers suggested this implies people with a mental illness are unfit to be parents; whereas when mental illness is treated, the prospects for healthy family relationships are very good.

StigmaWatch contacted Who to raise awareness of the these issues and to encourage the use of Helpline numbers when referring to mental illness.