To address these research questions, we are currently collecting data for a complex, independent evaluation of the Time to Change campaign. Time to Change, which began in 2008, is England's flagship national mental health campaign related to stigma and discrimination. As discussed by Corrigan, real-world impact is of utmost importance. And indeed we have adopted the approach of assessing knowledge, attitudes, and behavior—and we view behavior as the most important. We therefore focus on the impact on discrimination of the campaign components as well as on the content of the PSA communications. Specific a priori targets were established to measure such impacts. Therefore, in addition to measuring awareness of the campaign, our evaluation includes specific scales measuring the campaign's effects on mental health-related knowledge, attitudes, and behavior. A new scale also assesses mental health service users' experiences of discrimination.