North Carolina Takes On Stigma with "Unshame NC" Campaign for Substance Use Recovery
RALEIGH, NC – The North Carolina Department of Health and Human Services (NCDHHS) and First Lady Anna Stein today announced the launch of "Unshame North Carolina (Unshame NC)," a critical public awareness campaign designed to dismantle the pervasive stigma surrounding substance use disorder (SUD) and champion evidence-based treatment, particularly medications for opioid use disorder (MOUD). The initiative, a collaborative effort with national non-profit Shatterproof, was unveiled this morning at the Wake County Drug Overdose Prevention Coalition meeting.
"Stigma is deeply rooted and causes real harm to people and communities across North Carolina," stated NC Health and Human Services Secretary Dev Sangvai. "Unshame NC is part of a collaborative effort from all of us to end stigma, build acceptance and increase support for treatment for people on their path to recovery."
First Lady Anna Stein emphasized the profound impact of stigma on individuals seeking help. "Many people struggling with substance use don’t seek help because of stigma," she said. "This campaign will highlight the stories of people who have experience with substance use disorder and recovery and bring greater awareness to effective methods of treatment for opioid use disorder."
The Unshame NC campaign aims to achieve two primary goals: to enhance public understanding and awareness of SUD as a medical condition and to promote MOUD as a vital and effective treatment option. This focus is particularly urgent given recent statewide survey data revealing that while 57% of North Carolinians know someone with opioid use disorder, only 34% are aware of how to find quality treatment, and a mere one in five adults recognize SUD as a medical condition.
The heart of the Unshame NC campaign lies in real stories of recovery. The newly launched website, www.UnshameNC.org, features powerful testimonials from North Carolinians sharing their personal journeys of substance use, hope, and recovery. Complementary content on Facebook and Instagram will drive users to the website, which offers essential resources, including guidance on finding treatment centers and information for providers and family members supporting a loved one.
Kelly Crosbie, MSW LCSW, NCDHHS Director of the Division of Mental Health, Developmental Disabilities and Substance Use Services, underscored the power of lived experience. "There’s no better evidence that recovery is real than a life changed," Crosbie said. "We’re pairing the stories of people in recovery with a statewide effort to increase access to MOUD, so more people can benefit from evidence-based care. Real access means supporting people on the recovery journey that makes sense for them, without judgment—and offering them every opportunity for lifesaving treatment, that includes MOUD."
Courtney McKeon, Senior Vice President for Shatterproof’s National Stigma Initiative and a longtime resident of The Research Triangle, highlighted the persistent barriers created by misinformation. "While most North Carolinians believe that people with SUD can recover with treatment, stigma and misinformation can create barriers to care," McKeon noted. "We see this often regarding medications for opioid use disorder (MOUD), a gold standard of care. Through the stories of North Carolinians, we have the opportunity to increase understanding of all treatment options and support individuals on their path to improved health and wellness."
One of the campaign's story sharers, Michael, eloquently articulated the broader societal need. "It's not just about overdoses. It's not just about lives that were lost or lives that were saved," he said. "It's also about how we treat the people who went through it and how we bring them out of the shadows. How do we welcome them back into society? How do we get them back to where we need to be? And that requires a lot of folks like me to speak out and help break the stigma.”
The NCDHHS and First Lady Stein emphasize that individuals with SUD thrive in environments that offer both community support and diverse pathways to treatment. North Carolinians interested in sharing their stories can get involved by filling out a Story Sharer Interest Form or joining the Unshame NC coalition.
For more information and to hear personal stories of recovery, follow @UnshameNC on Facebook and Instagram, or visit www.UnshameNC.org.
If you or someone you know is in crisis, NCDHHS provides critical resources:
NCDHHS Crisis Services website: Offers 24/7 access to help.
988 Lifeline Chat and Text - 988 Suicide & Crisis Lifeline: Free, confidential, and available 24/7 by call, text, or chat.
24/7 Peer Warmline: Call 1-855-PEERS NC (855-733-7762) to speak with a Peer Support Specialist.
NC Recovery Helpline: Call 800-688-4232 for support and treatment referrals.
