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Abstract This study examined the efficacy of a Photovoice‐based video as a novel online anti‐stigma video in reducing mental illness stigma, as well as the role of empathic concern in stigma reduction. Photovoice is a grassroots process by which members of a marginalized group, such as people with a mental illness, document and convey their experience; in this study’s context, the experience of living with a mental illness and the stigma associated with this experience. Canadian undergraduate university students (n = 303; average age = 21) were randomly assigned to view either a Photovoice‐based anti‐stigma intervention video (n = 156) or a control video (n = 147). Compared to the control condition, the Photovoice‐based video was efficacious in reducing mental illness stigma, including reduced fear and anger toward people with a mental illness, decreased perceptions of dangerousness, and decreased desired social distance. In addition, the intervention was efficacious in maintaining reduced desired social distance relative to the control at 1‐month post‐intervention. Finally, empathic concern was found to mediate the relationship between the Photovoice‐based video and reduced mental illness stigma, suggesting that one way the intervention reduced mental illness stigma was by eliciting empathy in the viewer.
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