Just imagine the burden a person with a mental health issue would carry. The eyes of judgement they would try to evade. The feeling of sympathy they would want to avoid. The faces of disappointment they would pray they don't have to encounter. All of this pushes them to internalize and practice stigma on themselves. They label themselves as broken forever that they would think it is useless to even attempt at recovery.
This is what we call, self stigma or Internalized stigma.
How can we change it? It needs work with the person with illness as well as from their community. We have reason to believe so. If someone's words of negativity affect you, wouldn't actions of empowerment and affirmation bring a change?