Although stigma is prevalent and scientific literacy is low, this does not mean that promoting mental disorders as having biological underpinnings will reduce stigma. Such an approach fails to deal with the complex interactions of bio and contextual factors. It also appears to contradict the growing body of evidence that suggests equating mental disorders such as schizophrenia with only biological abnormalities actually increased stigma and social distance. Finally, community surveys show that people tend to weigh biological factors more heavily for certain disorders such as schizophrenia and less for other disorders such as Major Depression. Any campaign that seeks to contradict these not unreasonable beliefs with a more simplistic message would certainly not receive my support.