Satveer Nijjar had got so frustrated with society’s misunderstanding of self-harm that she decided to call her self-harm awareness company ‘Attention Seekers’. She was being ironic where others were being dismissive. At least one out of ten young people cuts, burns, or pinches themselves, or goes even further as a response to mental pain. Yet self-harm is still often misunderstood. ‘The stigma is absolutely huge,’ says Nijjar, who has a history of self-harm, but is now a prominent expert, training medical staff as well as social workers, teachers and students.