Challenging mental health-related stigma through social contact

Stigma is one of the greatest challenges facing people with mental illness today. In addition to the distress and feelings of rejection it causes, stigma can lead to housing and employment discrimination and can cause people to avoid seeking help for their illness due to shame and fear. Social contact—direct, personal contact between members of the general public and members of a stigmatized group—is one of the most promising strategies for reducing stigma and discrimination.1 Since the 1960s, research has investigated the use of social contact between members of the general public and people with mental illness to reduce stigma associated with mental illness. Recent research has incorporated more sophisticated randomized trials2 and meta-analysis methods1 to investigate specific components and mechanisms of social contact. The current literature, however, lacks naturalistic studies which apply the social contact theory at the population level. In this viewpoint, we discuss Time to Change3 as an example of a way to facilitate research and application of the social contact theory in naturalistic settings at the population level and the necessary features which should be incorporated in order to optimize results. We argue that the development of novel and innovative ways of incorporating social contact in the field of public mental health will make a significant impact towards decreasing stigma and discrimination against those with mental illness.