Living in an age as thoroughly drenched in mass media as we are, it is easy to believe that communicating a message and changing public opinion is simply a matter of resolve. Or money. ‘Anyone can compose an advertisement.’ ‘I've got a bit of a creative streak.’ ‘How hard can it be to come up with a catchy phrase or rhyme people will remember?’

Mass media itself is largely to blame for this misconception. With so many simple-minded messages that lodge in our minds like stones in our shoes, we might imagine that a clever turn of phrase or dramatic image is all that it takes to capture the attention of a massively distracted (and, in the case of mental illness, massively indifferent) culture. But changing stigma and discrimination because of schizophrenia demands more attention. It requires changing opinions and attitudes. As survey after survey has shown, in country after country, communities are made aware of the need for assisted housing or job programmes for those living with mental illness – yet the attitude remains: ‘Not in my neighbourhood, not in my company’.

In the nearly 10 years I have worked on the WPA Global Programme against Stigma and Discrimination because of Schizophrenia, three things have become starkly evident to me: the enormity of the challenge facing those living with schizophrenia, and their families and caregivers; the strength and resolve of all of these individuals; and finally, the power of human testimony.