Last year in Canada, there were two nation-wide campaigns to fight mental health stigma.
The first focused on the financial cost of mental health. It was launched by one of our major banks, and had a slick advertising campaign full of dark colors and statistics. There were multi-page discussions in the national newspapers, as well as multiple bus shelter advertisements driving home the point: Mental illness is a cost to the Canadian economy.
The other, Stand Up For Mental Health, was launched by actual people with mental health conditions. The program is open to people with a variety of diagnoses, and trains them to become stand-up comics, making jokes and wise-cracks about the experience of being mentally ill, as well as other aspects of the lives of the comics. Last year, Stand Up for Mental Health did a cross-country tour to university campuses in the hopes of raising enough awareness to get a Pepsi Refresh Grant so they could get more funding for their work.
I encountered both of these programs at university.