Leveraging an Integrated Social Media Approach to Effectively Reduce Addiction Stigma

Addiction stigma and discrimination experienced by those with a substance use disorder (SUD) is one of the largest drivers of the addiction crisis in the United States. UNSHAME Kentucky is a statewide campaign that leverages an integrated media approach to reduce the stigma associated with opioid use disorder (OUD). The campaign leverages the geographic and demographic targeting capabilities of social media to continuously test and monitor the performance of content to catalyze impact. Recognizing that social media alone is not sufficient to reach all Kentuckians, the UNSHAME campaign has utilized traditional media via collaboration with a community partner to disseminate anti-stigma messaging on billboards in three rural counties where internet access is historically limited. The billboard messaging was reinforced on social media, with messages targeted to those counties. During the first month of this approach, paid social media ads reached an estimated 29,064 Kentuckians, with the billboards yielding 12,824 annual average daily traffic. Additionally, the campaign employed a rapid response strategy following a community’s stigmatized response to the opening of a mental health clinic that provided medication for OUD (MOUD). The campaign used social media to deliver recovery- and MOUD-focused messages through the storytelling of one Kentuckian whose life was transformed by MOUD. During the first month, paid social media ads reached an estimated 25,976 Kentuckians and brought in 57,472 impressions. Through the targeting capabilities of social media, rigorous evaluation and continuous improvement, and community partnership, UNSHAME Kentucky is bringing an end to the stigma associated with OUD.