Three programs that use mass approaches to challenge the stigma of mental illness.
Stigma impedes the life opportunities of people with mental illness. Research suggests that stigma may be reduced by three approaches: protest, education, and contact. Three programs that adapt these approaches for mass audiences are described: StigmaBusters, which is a form of protest; Elimination of Barriers Initiative, which involves education or social marketing; and In Our Own Voice, which relies on direct contact between people with mental illness and the public. The authors review preliminary research that offers initial support for the feasibility and impact of these programs, with a particular focus on how the components of social marketing (problem identification, description of target audiences, development of the change technology, and process and outcome evaluation) can be adapted to antistigma campaigns.
Corrigan
Patrick
P
Joint Research Programs in Psychiatric Rehabilitation, Illinois Institute of Technology 3424 S. State Street, Chicago, Illinois 60616, USA. corrigan@iit.edu
Gelb
Betsy
B
D003144:Communication Barriers; D006266:Health Education; D006801:Humans; D001523:Mental Disorders / Q000523:psychology*; D011287:Prejudice; D015397:Program Evaluation; D011593:Psychology, Social; D040241:Social Marketing; D012938:Social Perception; D013240:Stereotyping; D014481:United States