This campaign was created by Professor Norman Sartorius of the World Health Organization in Geneva, Switzerland.  In 2003, it was delegated to the Dr. Manuel Camelo Foundation to conduct the campaign in Mexico.

The objective of the program is to fight the stigma of mental disease and to promote an understanding of the general population towards the people with schizophrenia, so these people will not be stigmatized by this mental illness and will be treated as any other who has a pathological condition without rejection, segregation, repudiation or mockery.

The method or action suggested to accomplish these objectives is to educate the public about the nature of the disease, its possible causes and the effectiveness of the existing treatment that allows the patient to reintegrate with family, social groups and work environment.  At the same time, it dispels the erroneous interpretation that creates fear of the schizophrenic because of possible aggressive behavior.

A certain number of cases require an integral and continuous treatment due to the chronicity of schizophrenia, as in chronic illnesses such as diabetes, arterial hypertension.etc.  These chronic illnesses do not carry a stigma which results in a better rehabilitation of the patient.  This proves that, when a patient lives in a more understanding family and social environment, there is more tolerance, less discrimination and a more humane attitude towards this type of disease.