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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.

The images have been plastered on bus stops, buses, conference booths, and on a dedicated website. The ads don’t specifically mention Sage’s drug, which still needs further testing before the company can bring it to the Food and Drug Administration for possible approval. Instead, they urge women to talk “openly and honestly” about postpartum depression. An estimated 600,000 women in the U.S. alone experience symptoms, which range from insomnia and irritability to difficulty bonding with their baby.

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