Purpose: The aim of this work was to develop a campaign to promote an environment of solidarity and support on college campuses for students with mental illnesses. Method: Data were gathered from 24 members of a Chicago university campus who were selected as representatives of key campus stakeholder groups including students, administrative staff, counseling center staff, residence life staff, and faculty. Participants attended focus groups and key-informant interviews during the fall of 2011. Results: Qualitative analyses using grounded theory methodology revealed themes corresponding to two distinct overarching constructs: potential benefits of the campaign and potential concerns of the campaign. Conclusion: Development of a campaign informed by these results to promote a supportive environment on college campuses for students with mental illnesses may have a positive impact on students' outcomes.