This article describes a global program that has recently been initiated by the World Psychiatric Association to combat stigma & discrimination because of schizophrenia. The uniqueness of this program from others of its kind is explored. The many varieties of stigmatization & discrimination that are associated with schizophrenia are addressed, highlighting the central aims of the program. The implications the program will have for governments, psychiatrists & other mental health staff, directors of institutions & hospital staff are also explored. (5 refs)