Warner Richard
Mental Health Center of Boulder County, 1333 Iris Avenue, Boulder, CO 80304, USA.
Psychiatr Serv. 2005 May;56(5):570-5. doi: 10.1176/appi.ps.56.5.570.
The World Psychiatric Association Programme to Reduce Stigma and Discrimination Because of Schizophrenia, which was launched in 1996, has established projects to fight stigma in 20 countries, using social-marketing techniques to enhance their effectiveness. This article describes some of the strategies used and the lessons learned in implementing two local antistigma projects. At each site 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. These smaller groups were targeted, because focusing on the general public is expensive and unlikely to have a measurable impact. Messages for the target groups and the media used to reach them were carefully selected, tested, and refined. The author gives 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. Organizers of local projects should be on the lookout for useful changes that can become permanent, such as changes in the curriculum for high school students or for police officers in training. Projects such as these can be effective in reducing stigma and can be relatively inexpensive.
世界精神病学协会于1996年发起的减少因精神分裂症产生的污名化和歧视项目，已在20个国家设立了消除污名化的项目，运用社会营销技巧来提高其成效。本文介绍了在实施两个当地反污名化项目中所采用的一些策略以及汲取的经验教训。在每个项目点，首先要成立一个行动委员会，并对当地感知到的污名化情况进行调查。基于该调查，当地行动委员会挑选了一些同类且易于接触的目标群体，比如学生、雇主和刑事司法人员。选择这些较小的群体作为目标，是因为针对普通大众成本高昂且不太可能产生可衡量的影响。针对目标群体的信息以及用以接触这些群体的媒体都经过了精心挑选、测试和完善。作者列举了针对高中生和刑事司法系统等目标群体所开展工作的实例。文中还提供了设立消费者演讲团的指导方针，这对于面向目标群体进行宣传很有价值。演讲团可由有精神疾病经历的人、家庭成员以及心理健康专业人员组成。文中也提供了设立媒体监督组织的指导方针，该组织可游说新闻和娱乐媒体避免对患有精神疾病的人进行负面描述。当地项目的组织者应留意那些能够成为永久性的有益变化，比如高中生课程或警察培训课程的变化。此类项目在减少污名化方面能够行之有效，而且成本相对较低。
