title: Messages to use in population-level campaigns to reduce mental health-related stigma: consensus development study.
abstract: OBJECTIVE
  To develop and measure consensus about which type of message should be included in population-level campaigns to reduce mental health-related stigma.
  
  
  METHODS
  A panel of 32 experts attending an international conference on mental health stigma participated in a consensus development exercise. A modified nominal group technique was used incorporating two voting rounds, an overview of research evidence and group discussion.
  
  
  RESULTS
  There was high consensus (> or = 80%) regarding the inclusion of two of the message types presented--(i) recovery-oriented and (ii) see the person messages, and reasonable consensus (> or = 70%) regarding (iii) social inclusion/human rights and (iv) high prevalence of mental disorders messages. Ratings differed according to whether the participant was a psychiatrist or had personal experience of mental ill health. Analysis of the qualitative data revealed four themes: (i) benefits of messages countering the 'otherness' of people with mental ill health; (ii) problematic nature of messages referring to aetiology; (iii) message impact being dependent on the particular audience; (iv) need for specific packages of messages.
  
  
  CONCLUSIONS
  This study supports the use of recovery-oriented messages and see the person messages. Social inclusion/human rights messages and high prevalence of mental disorders messages also merit consideration.
authors.affiliation: Section of Community Mental Health (Box P029), Health Service and Population Research Department, Institute of Psychiatry, King's College London, De Crespigny Park, London SE5 8AF, United Kingdom. sarah.clement@iop.kcl.uk
authors.forename: Sarah
authors.initials: S
authors.lastname: Clement
authors.forename: Manuela
authors.initials: M
authors.lastname: Jarrett
authors.forename: Claire
authors.initials: C
authors.lastname: Henderson
authors.forename: Graham
authors.initials: G
authors.lastname: Thornicroft
mesh_terms: D006801:Humans; D001523:Mental Disorders; D013240:Stereotyping