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date: 20 February 2020

Abstract and Keywords

This chapter presents a critical summary of stigma-change strategies employed in the mental health field as a means to inform the anti-stigma efforts of advocates in the broader health arena. This is done by drawing on the comprehensive research and conceptual work targeting the stigma of mental illness while also weaving in the emerging research on stigma-change related to physical illness. The chapter first provides a brief overview of the targets of stigma change—public stigma, self-stigma, and label avoidance—and specific agendas corresponding with the types of stigma that guide anti-stigma programs—service engagement, rights achievement, and self-worth. It next presents a discussion of the various approaches to stigma change organized by these targets and agendas. The chapter concludes with future directions and goals for advocates and researchers to effectively challenge the stigma of physical illnesses.

Keywords: anti-stigma, discrimination, prejudice, public stigma, self-stigma, stigma, stigma change, stereotypes

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