Calling it lunacy makes it easier to explain away the things we don't understand.

Public stigma
Stereotype Negative belief about a group (e.g., dangerousness, incompetence, character weakness)

Prejudice Agreement with belief and/or negative emotional reaction (e.g., anger, fear)

Discrimination Behavior response to prejudice (e.g., avoidance, withhold employment and housing opportunities, withhold help)

Self-stigma
Stereotype Negative belief about the self (e.g., character weakness, incompetence)

Prejudice Agreement with belief, negative emotional reaction (e.g., low self-esteem, low self-efficacy)

Discrimination Behavior response to prejudice (e.g., fails to pursue work and housing opportunities)

Understanding the impact of stigma on people with mental illness. World Psychiatry. Feb 2002; 1(1): 16–20.
PMCID: PMC1489832

I had people saying 'it's all in your head'. Do you honestly think I want to feel this way?

Stigmas speak to the idea of difference and how difference shames us and those we know.

The stigma of mental illness is first and foremost a social justice issue!

They called me mad, and I called them mad, and damn them, they outvoted me.