While many advertisers are making light of suicide, Canadians have found a novel way to upset mental-health advocates. For its latest ad campaign, Nova Scotia has made up a medical condition, “delusional Calgaria,” which afflicts people who think Calgary is a cool place to live. A spokeswoman for the Canadian Mental Health Association says while she knows the ad is a joke, it “continues to stigmatize people with mental illness, and it further marginalizes people who have a lot of difficulty looking for help.” To fix the problem, they’ve cut the word delusional—the condition is now called just Calgaria. As advertising illnesses go, delusional Calgaria sounds mild compared to adrenalitis—which, as Toyota perhaps didn’t realize, is an actual medical condition.
—Posted by David Kiefaber