Stigma & Discrimination Reduction (SDR)

The Stigma and Discrimination Reduction (SDR) Initiative uses a full range of Prevention and Early Intervention Strategies across the lifespan and across diverse backgrounds to confront the fundamental causes of stigmatizing attitudes and discriminatory and prejudicial actions.

Program One: Strategies for a Supportive Environment

  1. Networking Consortium – George Hills Company, Inc.
    • Stigma and Discrimination Reduction Consortium: The Consortium is an advisory body to the CalMHSA Stigma & Discrimination Reduction Initiative and also serves as a resource to the other Initiatives under the CalMHSA PEI Statewide Project.  In this capacity, the Consortium provides feedback on materials, products and tools as well as recommendations on outreach to broader communities among its networks as a way to extend the reach of the SDR and other PEI Initiatives.
    • Mini-Grant Programs: Engaged community partner organizations in statewide SDR efforts by supporting local dialogues, resource dissemination and integration, and personal contact strategies.
  2. Social Marketing–  Runyon Saltzman & Einhorn

3.  Capacity Building – United Advocates for Children and Families

Program Two: Values, Practices and Policies

  1. Resource Development – Mental Health Association of San Francisco
  2. Media and Entertainment Industry – Entertainment Industries Council, Inc.
    • The Mental Health Reporting Style Guide, a part of the Associated Press Stylebook, provides guidance on reporting and writing about mental illness, mental health, and suicide.
    • TEAM (Tools for Entertainment and Media) Up brings together mental health experts, entertainment industry professionals, and journalists to encourage and provide resources for deeper and more accurate reporting and depictions of people living with mental illness.
  3. Promoting Integrated Health – Community Clinics Initiative
  4. MH in the Workplace – Mental Health America of California
    • Wellness Works is a workplace education and training program that helps organizations be more effective in addressing mental health issues in the workplace.
  5. MH and System Partners – National Alliance on Mental Illness
    • Reducing Stigma and Discrimination in Mental Health Systems Partners Program to enhance existing and proven statewide stigma reduction programs and increase capacity of NAMI California’s statewide network of local affiliates to deliver culturally and linguistically competent SDR programs.
    • Cultural Competence Program assists local NAMI affiliates to address disparities in the health status of people of diverse racial, ethnic and cultural backgrounds, including across the lifespan.  In addition, the program also includes the improvement of quality services and outcomes for all community members.

Program Three: Promising Practices Program – Mental Health Association of San Francisco

1.  Promising Practices Program identifies and promotes practices that may result, through additional research and evaluation, in identification as Best Practices. These practices identified highlight culturally/ethnically/racially diverse communities and inherently support the reduction of stigma and discrimination surrounding mental health challenges even though that may not be an identified core element of the program.

Program Four: Advancing Policy to Eliminate Discrimination – Disability Rights California

  1. Mental Health Stigma & Discrimination Reduction Program examines laws, policies and practices to provide training to and build awareness of community members on existing rights and policy change recommendations.


Background Documents:


"The last great stigma of the twentieth century is the stigma of mental illness."

— Tipper Gore

Artwork by: Gary R. Bustin