Former All Black John Kirwan was one of the celebrities featured.
New Zealanders' prejudices against people with mental illness have softened in the past seven years.
We have become more accepting that people with conditions such as schizophrenia and depression can hold down jobs, make friends and be intelligent, researchers found by asking questions last year that were first posed in
1997.
The surveys are part of the Health Ministry's Like Minds, Like Mine campaign, which aims to reduce the stigma and discrimination attached to mental illness.
People with mental illness report discrimination in many areas, including jobs and housing. One in five people experiences mental illness.
"The findings are great," said project manager Gerard Vaughan. "The campaign has had a significant impact."
The $4 million-a-year campaign's initial centrepiece was advertisements featuring famous people who have suffered mental illness - such as actor-director Ian Mune and former All Black John Kirwan - before moving on to telling the stories of ordinary New Zealanders.
Auckland University director of clinical psychology, Dr John Read, said the change in attitudes was "brilliant news".
"Stigma is such a powerful inhibitor of people's recovery."
The campaign had succeeded "because they have genuinely involved users of mental health services right from the beginning in planning and delivering it". This applied to the ads and to the regional work, such as visiting schools and community groups.
Dr Read said contact with those with mental health difficulties "breaks down the stereotypes - once you've met someone, that tends to change your attitude".
But he also noted that public attitudes were volatile and tended to harden after sensationalised media coverage of violent offences involving people with mental problems.
Like Minds, Like Mine stemmed from the 1996 Mason report on mental health services, which called for a campaign against discrimination.
A person with:
* Schizophrenia is capable of holding down a job. In 1997, 54pc of survey participants agreed. In 2004, 70pc agreed.
* Depression is capable of making friends. In 1997, 38pc disagreed. In 2004, 17pc disagreed.
* Bipolar disorder is capable of living in a community with others. In 1997, 18pc disagreed. In 2004, 5pc disagreed.
* Depression is capable of thinking intelligently. In 1997, 27pc disagreed. In 2004, 13pc disagreed.
Source: Surveys by Phoenix Research and BRC Marketing & Social Research.
