‘Schizo’, A PSA That Seeks To Reduce The Harmful Stigma of Schizophrenia By Playing Into Stereotype

Schizo” is a 60-second public service announcement (PSA) by BringChange2Mind, an organization founded by actress Glenn Close that seeks to reduce the harmful stigma associated with mental illnesses through education. Looking more like the intro to American Horror Story than an educational tool, the PSA plays into a common stereotype of schizophrenia until a door opens and a sober looking young man pouring coffee says, “Hi there. Sorry to disappoint you if you were expecting a lunatic on a rampage.”

Featuring the Co-Founder of BC2M Glenn Close, her sister Jessie and her nephew Calen, the PSA has been shown in scientific survey’s to reduce stigmatizing attitudes towards those living with a diagnosis of schizophrenia. For more information on Bring Change 2 Mind and its mission to end stigma and discrimination, please visit bringchange2mind.org and join our community.