What might be a successful strategy for removing the stigma of mental illness?

Right now, it seems like the strategy is to trot out celebrities with some mental illness and have them stand up to say how brave they are in fighting their illness. Maybe a little education goes on. Maybe not.

I have a hard time believing that poster children will raise awareness in any helpful way. “Did you hear that Catherine Z-J is crazy? She sure is cute. Such a waste, though. Someone sane should have gotten that body.” Like that is going to help.

What would help?