The latest campaign aims to highlight the issue of self harm Enlarge Image

The "see me" campaign research revealed 41% of adults thought young people who hurt themselves were attention seeking and 34% felt they were manipulative.

The findings support a new TV advert which aims to address the stigma faced by youths with emotional difficulties.

Campaign director Linda Dunion said it was time to replace "secrecy and shame" with "understanding and support".

A 2002 study by researchers at Oxford University found one in 10 teenagers self-harms.

The "see me" campaign, which brings together five mental health groups, said this figure could be an underestimate due to young people's fears about how adults would react if they came forward for help.

To stigmatise people when they are most in need of help will only make matters worse Linda Dunion 'see me' campaign

The latest findings, from a survey of 1,000 adults in Scotland, found about a third of adults regarded self-harm as a phase young people would grow out of, and 15% believed it was a failed suicide attempt.

Ms Dunion said the research underlined how crucial it was that knowledge and understanding of self-harm was increased.

She said: "Stigma against people who self-harm is discouraging young people from getting the help they need.

"It is time to stop passing judgment and start understanding that self-harm is a response to underlying problems.

National programme

"To stigmatise people, particularly young people, when they are most in need of help will only make matters worse."

The campaign is funded by the Scottish Executive as a key part of its national programme to improve the mental health of Scots.

Deputy Health Minister Lewis Macdonald said the new TV advert would help improve people's understanding of mental health problems.