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The Power of Stigma

Addiction stigma plays a key role in tens of thousands of substance use-related deaths each year. Stigma keeps people from seeking treatment, creates social isolation, and prevents the use of life-saving medications.

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Stigma can keep people with a substance use disorder from seeking treatment. When people feel judged, they are less likely to talk about their substance use with a family member, friend, or medical professional. 

Types of Stigma

Public Stigma:

Public stigma is society's negative attitudes toward a group of people, creating an environment where people feel unwelcomed, judged, and blamed.

Only 20% of Kentuckians are willing to have a person with an opioid use disorder marry into their family. 

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Structural Stigma:

Structural stigma includes systems-level discrimination caused by institutional policies and/or dominant cultural norms.

90% of Kentuckians believe employers should provide opportunities for a person with an opioid use disorder to seek treatment and stay employed.

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Self-Stigma:

Self-stigma happens when people internalize society’s stereotypes and experience low self-esteem. 

Nearly 29% of Kentuckians who have a substance use disorder expressed feeling ashamed of themselves. 

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Stigma Against MOUD:

Medication for opioid use disorder (MOUD) is an effective, clinically proven treatment that helps people in their recovery. People recover differently – one way people recover is with MOUD. 

63% of Kentuckians agree more healthcare providers should offer MOUD. 

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On the Campaign Trail

UNSHAME KY Impact

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  • The UNSHAME KY campaign combines the expertise of local community leaders, the power of digital platforms, and authentic and inspiring stories of people impacted by substance use disorder (SUD) to share a message of hope.  

  • The campaign collects stories that represent Kentuckians’ beautiful and unique diversity and shares them across social platforms to spread the message that SUD is a treatable medical condition and that people with SUD can and do recover.

  • Campaign strategy and content is developed through consultation with community members, ensuring that the campaign is meeting Kentuckians where they are and intently focused on providing the resources and information that meets Kentuckians’ needs.

  • The UNSHAME KY team works in collaboration with local community leaders and community-based organizations to share these stories of hope and compassion.

  • The campaign provides resources to support all Kentuckians to reduce the stigma around substance use disorder in their communities.
     

Campaigns Across the Country
 

  • Pennsylvania’s addiction stigma reduction campaign launched in 2020 

  • Kentucky’s addiction stigma reduction campaign launched in 2022 

  • California’s campaign launched in 2023 

  • Georgia's campaign launched in 2023

  • Michigan's campaign launched in 2024

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Index Report

  • The Shatterproof Addiction Stigma Index (SASI) is a measurement tool designed to set a baseline measure of substance use stigma. This tool measures public stigma, structural stigma, self-stigma, and stigma against medication for opioid use disorder (MOUD).  

  • UNSHAME Kentucky uses the SASI to carry out a baseline evaluation of Kentuckians’ beliefs and stigma levels before the campaign and again at the end of the campaign. 

  • By evaluating stigma through the SASI, the UNSHAME Kentucky team can determine where to focus campaign strategy and can measure the success of the initiative’s impact in reducing stigma at the end of the campaign period.

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