Fields of intervention

Abstract

This chapter describes some of the fields of intervention and strategies used in implementing local anti-stigma projects around the world. Two of these projects, in Calgary, Alberta, Canada, and in Boulder, Colorado, USA, were established by the World Psychiatric Association Programme to Reduce Stigma and Discrimination Because of Schizophrenia which was launched in 1996 and created projects to fight stigma in 20 countries. The Calgary and Boulder sites used social-marketing techniques to enhance their effectiveness. At each location the first steps were to establish an action committee and to conduct a local survey of perceived stigma. On the basis of the survey, the local action committee selected a few homogeneous and accessible target groups, such as students, employers, and criminal justice personnel. Smaller groups were selected for targeting because attempts to reach the general public can be expensive and are likely to have limited measurable impact. Messages for the target groups and the media used to reach them were carefully selected, tested, and refined. The chapter offers examples of the work that was done with such target groups as high school students and the criminal justice system. Guidelines are provided for setting up a consumer speakers’ bureau, which is valuable for addressing target groups. The bureau can be made up of people who have experienced mental illness, family members, and mental health professionals. Guidelines are also provided for establishing a media-watch organization, which can lobby news and entertainment media to exclude negative portrayals of people with mental illness.