Research and the elimination of the stigma of mental illness.

Video-based and in vivo (face-to-face) contact have been shown to be effective ways to change stigmatising attitudes and behaviours. The two approaches reflect the strengths and weakness of sometimes conflicting priorities in anti-stigma programmes: broad audience v. grassroots control. Regardless of perspective, anti-stigma interventions have the greatest impact when contact is targeted, local, credible and continuous.