Individuals with disabilities such as mental illness face stigma and discrimination from the public in many situations: employment, housing, and health care. In this article, the impact of public mental illness stigma is reviewed. Drawing from sociological and social psychological literatures on stigma, the paper discusses individual-cognitive and institutional-structural models that seek to explain the development and maintenance of mental illness stigma. These models are then framed as strategies which rehabilitation counselors might use to diminish stigma at the public and institutional-structural levels. These strategies include education, protest, consequences, contact, and affirmative action.