When we talk about stigma in mental health, we are referring to the attribution of negative and derogatory qualities towards the group of people who have a mental health problem, who then come to be seen, thought about and treated
These behaviors do not always occur in the context of a mental disorder. In fact, they are increasingly observed in the non-clinical population, and in many cases, intervention can take place in a non-specialized mental health setting.
Although some people have learned that the only way to get attention from others is through behaviors like non-suicidal self-harm, the fact that they self-harm doesn't mean they are manipulative.