Ed Miliband is launching a broadside at celebrities who make light of mental illness, as he unveils plans to tackle what he terms "the biggest unaddressed health challenge of our age".
The Labour leader will today criticise writers and television personalities Jeremy Clarkson and Janet Street-Porter for articles which he claims insulted and belittled people with mental illness.
Many people in Britain could get treatment but are "intimidated" from seeking help by the fear of being mocked, he will say. Failure to address mental health issues is adding £10 billion to annual NHS spending, he will warn.
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