mental illness stigma robs individuals of opportunities to pursue employment, education, housing, healthcare, and interpersonal goals. This paper reviews the current research and strategies related to beating mental illness stigma. First, we present research related to contact as a stigma intervention. Namely, the general public decreases its mental illness prejudice when it directly meets people with psychiatric illnesses. Next, we review the relationship among contact, coming out of the closet, and disclosing mental illness. Note a common thread through al this research; namely that consumers are leaders in most anti-stigma issues. Last, we review anti-target strategies utilized to reduce the prejudice and discrimination within specific groups.