Indeed, public awareness campaigns are having an impact (the UK's Time to Change recently released results of a study indicating that their efforts were bringing positive change to reduce stigma).  However, much more needs to continue.  I believe that you highlighted one of the most important issues when you referred to the fact that despite increasing knowledge among the public that mental illness is a medical illness, the attitude toward the individuals experiencing mental illness remains poor.  We need to look not just at the nature of mental illness but at the individuals who experience mental illness.  We need to understand the people, the human side of the issue.