Am I eligible for free mental health care? How would I know?

Alice O'Keeffe's "Squeezed Middle" column.

‘‘So how long have you been having these irrational thoughts?” I pause to think this through. It’s important to give the correct answer. I have to strike just the right balance with the kind lady from the Mental Health Access Team who has phoned to assess me. If she thinks I’m not mentally unstable enough, she will not refer me for free counselling. If she thinks I’m too mentally unstable, she might call in the social and tell them to take my kids away. Would she actually do that? On balance, probably not. Nevertheless, I must tread carefully.
 
I immediately decide against the honest answer, which is that I don’t think my depression is “irrational” at all. It is based on hard facts, many of them scientifically provable. First, our flat is too small for a family of four. Second, there is now officially no chance of us ever being able to move out. Third, our joint incomings do not match our outgoings and we have no savings or pensions. Fourth, the government has no interest in making things better for families like us – or, indeed, anyone other than their Old Etonian buddies. Fifth, the destruction of the environment continues unchecked, with consequences that are likely to prove utterly disastrous for humanity within my children’s lifetime.
 
I’d argue, on balance, that this is reason enough to feel legitimately less than 100 per cent zip-a-dee-doo-dah. On the other hand, whatever your circumstances, your glass could always be half full. No doubt it is partly the way I am perceiving the difficulties which makes them feel insurmountable. If I were more of a can-do type of personality, I’d be out there doing a jolly tap-dance on the grave of Europe’s bee populations.
 
“It started a couple of months ago. The baby stopped sleeping. We were buying a house and then it fell through . . .” I give her the sorry list of symptoms: the exhaustion, the creeping insomnia, the almost constant snivelling. She sounds pleasingly concerned. This is going well.
 
“Any suicidal feelings?”
 
Gosh. Funnily enough I did catch myself lying in bed the other day, thinking how nice it would be never to have to get up ever again, never to have to deal with another unexpected bill or another broken night . . . but it was more an idle thought than an active planning-to-kill-myself thing. Does that count as suicidal? I’m not sure.
 
“No,” I say firmly. “Not at all.”
 
“Good,” she says briskly. “So what I’m going to do is recommend that you come in for a full assessment session with one of our mental health nurses. You should receive a letter in the post.”
 
“Great. Thank you.” Result! I can’t wait for them to make me better again. “And how long will it take to get the appointment?”
 
“It shouldn’t be more than six weeks.”
 
SIX WEEKS!!! I can’t wait six weeks. Curly is on the brink of disowning me. I’m on the brink of disowning myself. I take a deep breath. “Right. Well, thank you very much for your help.” As I hang up, the tears have already formed a puddle on the keypad.
Alice O'Keeffe's "Squeezed Middle" column appears weekly in the New Statesman.

Alice O'Keeffe is an award-winning journalist and former arts editor of the New Statesman. She now works as a freelance writer and looks after two young children. You can find her on Twitter as @AliceOKeeffe.

This article first appeared in the 19 August 2013 issue of the New Statesman, Why aren’t young people working

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA