Messages to use in population-level campaigns to reduce mental health-related stigma: consensus development study

Aim 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 (>= 80%) regarding the inclusion of two of the message types presented - (i) recovery-oriented and (ii) see the person messages, and reasonable consensus (>= 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.