The stigma face by people with a mental illness can create social isolation, reduce opportunities and make recovery more difficult. This report looks at the evidence for effective anti-stigma marketing campaigns, in particular Rethink's experience in Norwich and Northern Ireland. The Norwich and Northern Ireland campaigns are described. There is then some discussion of their impact based on the results of telephone surveys carried out before and after the campaigns. Lessons from Norwich and Northern Ireland are discussed. The report concludes with recommendations, including that the government needs to fund anti-stigma projects nationally and on a long term basis.