Statewide Anti-Stigma Campaign

The Department of Health Care Services (DHCS) has launched a Substance Use Disorder Stigma Reduction Campaign in partnership with Shatterproof, a national nonprofit. Shatterproof’s National Stigma Initiative is dedicated to changing attitudes about substance use and substance use disorder (SUD). This campaign is informed by local community leaders, is evidence-based and data-driven, and promotes anti-stigma messaging through stories of Californians impacted by SUD.

Addiction stigma experienced by people with SUDs leads to tens of thousands of preventable deaths each year. Stigma prevents many from seeking treatment, creates social isolation, and prevents the use of life-saving medications. The Unshame California campaign is working to change that by sharing stories of Californians that inspire compassion and hope.

UNSHAME California collects stories of people in recovery, people who have a friend or family member with a SUD, people who work in the recovery field, and other people impacted by SUD. The campaign aims to ensure representation and engagement are reflective of California’s extraordinary diversity. Stories are amplified through UNSHAME California social media channels and digital advertising.

This project receives funding from Opioid Settlement Funds (OSF) through California’s Opioid Settlements.


The UNSHAME California campaign will offer monthly webinars with information, resources, and/or training related to, or promoting addiction stigma reduction. The campaign also provides community partners with various resources and regular newsletters. Interested partners can email to learn more about how to get involved in reducing addiction stigma in their communities.

Project Leads