AHS pauses partnership with Big White Wall

Online mental health service planning to rebrand after complaints about name

EDMONTON Alberta Health Services (AHS) is pausing its recently formed partnership with U.k.based Big White Wall following complaints about the organization’s name.

On Saturday, the province announced the online mental health service would be getting $1 million under a $53-million plan announced in April to help Albertans access support during the COVID-19 pandemic. Big White Wall allows anyone 16 or older with an Alberta postal code to post anonymously on its message boards for free. Along with getting support from others who might be going through similar issues, the boards are constantly monitored by registered professionals including social workers and psychologists.

On Tuesday, AHS said via Twitter the partnership had been put on hold.

“We heard loud and clear the strong reaction to the name of this mental health initiative,” AHS tweeted. “The company has committed to a full rebrand that will launch this summer. At that time, the service will be available to Albertans who need it. (Anyone who has already signed up can continue to access the program.)”

While AHS would not offer details on the complaints, some people have denounced the name on social media, saying it depicts the systemic racism and barriers visible minorities face.

Khurram Jahangir, a physician in Toronto who has worked in Alberta, tweeted about the name Wednesday, saying there are many reasons why it is problematic for people of colour like himself.

“It’s not the word ‘white,’ it’s the combination of the words ... that comes across as wrong,” said Jahangir in an interview with Postmedia. “It does remind you of, Big White Wall, it reminds you of the structural racism that exists.”

Calgary resident Heather Laird said she tweeted at AHS on Monday about her concerns with the name.

“It doesn’t scream mental-health wellness or progress on that journey,” she said. “(The name) just sounds like a restrictive wall and then the term ‘white’ being in there is just tone-deaf right now. “

Big White Wall general manager Matthew Mcevoy said in a phone interview on Wednesday the company, which has been operating in the United Kingdom for 13 years, has been working to rename itself since late 2019. He said AHS was made aware of the issue with the name prior to the partnership.

“We acknowledged that our name could be construed differently than it was intended and was having a different impact than we ever would have intended,” he said. “One of the things that have been ongoing for us over the last six months or so was a plan to launch into a rebranding effort for Big White Wall as an organization. (We) want to choose a name that is really much more outwardly reflective of our value of inclusivity and accessibility.”

Mcevoy said he regrets that people have been offended by the name

It does remind you of, Big White Wall, it reminds you of the structural racism that exists.

and the company is consulting with people from different backgrounds and ethnicities on a new one.

Big White Wall’s name was inspired by displaced community members in London, U.K., writing their thoughts and feelings on the walls of their homes before they were demolished and rebuilt, says the company’s website.

Mcevoy said “Big” is meant to recognize the infinite nature of human emotion, “White” is meant to reflect a blank canvas for community members to express themselves and “Wall” represents shelter and support as well as barriers for people to overcome.

Kassandra Kitz, spokeswoman for associate minister of mental health and addiction Jason Luan, said in an email that mental health and addiction affects Albertans of all races, ethnicities, and creeds.

“We find efforts by a small number of individuals online to tar this valuable mental health partner as frankly bizarre,” she said.