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.
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.
Ways You Can Help
Substance use disorder is a complex health condition. Everyone deserves compassion, support, and access to care—no matter where they are in their journey. Stigma, judgment, and punishment only create barriers to healing, safety, and well-being. At Unshame CA, we believe that empathy, understanding, and education are powerful tools in supporting individuals and families impacted by SUD. Here’s how you can be part of the movement:
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Use Person-First Language to Center the Individual
Language matters! Person-first language puts the individual before their condition, reminding us that people should not be defined only by their diagnosis. Phrases like “person with a substance use disorder” can help reduce stigma because even everyday language can cause harm if we’re not intentional.
Download our Addiction Language Guide to learn how to use supportive, respectful language.
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Be an Ally to Someone Impacted by SUD
Being an ally means listening without judgment and offering support. Your words and actions matter.
Learn how to talk to someone about addiction with care by checking out this How to Talk to a Loved One flyer or by exploring resources on our For a Loved One resource page.
You can also explore real stories from our Unshame Storytellers, including those who’ve navigated tough conversations with friends or family members.
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Stay Informed and Share What You Learn
Educating yourself is one of the most important steps you can take. Our Resources Page offers a growing library of tools, articles, and educational content, including EduBits (COMING SOON!) —quick, accessible explainers on key topics like stigma, language, and treatment.
Help us build a better-informed, more compassionate California community by spreading your knowledge.
4
Carry Naloxone — You Could Save a Life
Naloxone, also known by the brand name Narcan, is a life-saving medication that temporarily reverses an opioid overdose. It’s easy to use and widely available. Even if you don’t think you’ll ever need naloxone, being prepared can make all the difference.
Check out this resource for naloxone to learn where to get it and how to use it.
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.
Less than 52% of Californians are willing to have a person with a substance use disorder as a close friend.
Structural Stigma:
Structural stigma includes systems-level discrimination caused by institutional policies and/or dominant cultural norms.
88% of Californians believe employers should provide opportunities for a person with a substance use disorder to seek treatment and stay employed.
Self-Stigma:
Self-stigma happens when people internalize society’s stereotypes and experience low self-esteem.
26% of Californians with a substance use disorder expressed feeling ashamed of themselves.
Stigma of Tools & Treatment Options:
Despite data proving that tools and treatment options like harm reduction, medications for addiction treatment (MAT), and clinical treatment are effective at saving lives, improving health, and/or managing substance use disorder, discrimination still exists for many of these approaches.
57% of Californians believe harm reduction encourages people to continue using substances.
Data Source: 2024 California Shatterproof Addiction Stigma Index
On the Campaign Trail
Unshame CA Impact
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The Unshame CA 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.
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The campaign collects stories that represent Californians’ 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.
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Campaign strategy and content is developed through consultation with community members, ensuring that the campaign is meeting Californians where they are and intently focused on providing the resources and information that meets Californians’ needs.
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The Unshame CA team works in collaboration with local community leaders and community-based organizations to share these stories of hope and compassion.
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The campaign provides resources to support all Californians to reduce the stigma around substance use disorder in their communities.
Campaigns Across the Country
Index Report
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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 around tools and treatment options.
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Unshame CA uses the SASI to carry out a baseline evaluation of Californians’ beliefs and stigma levels before the campaign and at regular intervals.
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By evaluating stigma through the SASI, the Unshame CA 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.