destigmatizing

Destigmatizing is the process of reducing stigma associated with a condition, identity, or attribute by changing beliefs, attitudes, and social norms that label or exclude affected people. Stigma can involve negative stereotypes, social avoidance, and discrimination, which can deter help-seeking and access to services. Destigmatizing efforts seek to reframe these experiences as understandable, common, and not defining for the person.

Strategies commonly used include public education to correct misinformation; contact with people who have lived experience; positive and accurate media representations; language guidelines that favor person-first terms; and policies or professional training that promote inclusion and equity. Campaigns often combine multiple approaches and tailor messages to specific audiences.

Common areas of focus include mental health, substance use, disability, sexual orientation and gender identity, race and ethnicity, and criminal history. Destigmatizing work may also address broader social norms, stigma in workplaces, schools, and healthcare settings, and structural drivers such as access to care and discrimination.

Benefits observed in some programs include increased willingness to seek help, greater access to services, improved treatment engagement, and more inclusive workplaces and communities. However, effects vary by context and measurement, and risks include superficial or performative changes, misidentification of causes, or neglect of structural factors.

Researchers measure stigma with attitudes surveys, behavior indicators, and qualitative methods; challenges include social desirability bias and cross-cultural differences. Overall, destigmatizing is an ongoing effort integrating education, representation, and policy to reduce exclusion and promote equity.