A television advert created by the Dairy Farmers of Canada has been lambasted by the Schizophrenia Society of Ontario for its "demeaning and stigmatising" characterisation of schizophrenia. The advert, part of the Dairy Farmer's "Say Cheese" campaign, is filmed in a cab with a hidden camera. A member of the public calls the driver, who is an actor, a "schizo" and SSC director Janice Wiggins maintains that such language would not have been aired if it had have been racially motivated or referring to any other illness or disability.