Sage Therapeutics, a biotech developing an experimental treatment for postpartum depression, this week trumpeted strong results from a clinical trial, which cheered investors and pushed up its stock price. But outside the lab, the company’s aggressive efforts to raise awareness of postpartum depression have proved divisive.

The campaign’s message: “When it comes to postpartum depression, silence sucks.” It features close-up photos of distressed, tearful women who can’t speak — because they have pacifiers stuck in their mouths.

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