Miss World Fiji has undertaken the theme "No Stigma, Not Mental" in their pageant tonight.
In partnership with the Ministry of Health and St Giles Hospital, the Miss World Fiji pageant has adchosen the theme for the inaugural event as part of the criteria for the Miss World pageant charity chest.
Mental Health is a cause that national pageant director, Andhy Blake is passionate about.
"One of the biggest hurdles facing mental health development in Fiji is the stigma associated not only with mental illness but also with St Giles Hospital itself," he said.
"This stigma has fostered a very tragic catch-22 scenario whereby people are reluctant to seek assistance for mental health problems while their conditions worsen, sometimes resulting in them being brought to St Giles Hospital forcibly, adding again to the stigma associated with being mentally unwell.
"Also associated with the stigma surrounding mental illness are the many misconceptions, myths and traditional beliefs linked to the development of mental illness which prevent people from seeking appropriate assistance and turning to alternative means of treatment.
"There is a dire need to educate the public and promote community awareness on mental health issues," Mr Blake said.
The Miss World Fiji final will be held tonight at 7pm at the Suva Civic Centre.
Tickets for the pageant can be bought at MHCC for $25.