This paper reviews stigma and its consequences for mental health consumers, presents results from three large scale stigma-reduction programs that have been implemented at national and international levels, and focuses on the specific experiences of the Canadian Pilot Program of the World Health Organizations Global Program to Fight Stigma and Discrimination Because of Schizophrenia in order to draw lessons for better practices for anti-stigma programming. Experiences to date suggest that the most cost-effective interventions are likely to be carefully targeted to specific sub-populations. Broad-based public education campaigns have been disappointing and are unlikely to produce meaningful change in attitudes or behaviours. Approaches that employ contact with mental health consumers in the context of anti-stigma education appear most promising.