 This study investigates the effects of immersive virtual reality, IVR, in reducing public stigma of mental illness using a single-blinded randomized control trial. The results showed that IVR and text with audio narration performed similarly and significantly in stigma reduction, and sense of embodiment and story transportation were found to be sequentially associated with public stigma reduction. This article was authored by Anna S. Y. Ewan and Winnie W. S. Mack.