In Stereotyping and Prejudice, we just finished studying stigma, and mental illness is heavily stigmatized. A recent article in the NY Times is about a project to use oral history to help personalize the experience of mental illness. As we studied, the more you can provide individuating information, the more stereotypes can be weakened in person perception.
One thing I learned was that as soon as you mentioned the word, people stopped seeing the person. They just saw the diagnosis and a collection of symptoms.
Link to the article in the NY Times Well blog.