RALEIGH, N.C. — The North Carolina Department of Health and Human Services (NCDHHS) and First Lady Anna Stein today announced the launch of “Unshame North Carolina,” a comprehensive public awareness campaign designed to eliminate stigma surrounding substance use disorder and increase access to evidence-based treatment options.

The initiative, developed in partnership with national nonprofit Shatterproof, aims to address two critical gaps: increasing public knowledge about substance use disorder and promoting medications for opioid use disorder (MOUD) as an effective treatment approach.

Addressing Deep-Rooted Stigma

“Stigma is deeply rooted and causes real harm to people and communities across North Carolina,” said 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.”

The campaign officially launched Monday morning at the Wake County Drug Overdose Prevention Coalition meeting, marking the beginning of a statewide effort to change public perception and improve treatment outcomes for individuals struggling with substance use disorders.

Personal Stories Drive Change

First Lady Anna Stein emphasized the power of personal narratives in breaking down barriers to treatment. “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 campaign’s centerpiece is a dedicated website at unshamenc.org, featuring testimonials from North Carolinians sharing their personal journeys through substance use, treatment, and recovery. Social media content on Facebook and Instagram will direct users to these resources, which include guidance for finding appropriate treatment centers and support for families seeking help for loved ones.

Stark Statistics Reveal Treatment Gaps

Recent statewide survey data underscores the urgent need for this educational campaign. Key findings reveal:

• 57% of North Carolinians personally know someone with opioid use disorder
• Only 34% of residents know how to locate quality treatment options
• Just one in five adults recognize opioid use disorder as a medical condition

These statistics highlight significant gaps between the prevalence of substance use disorders and public understanding of available treatments and resources.

Evidence-Based Approach to Recovery

Kelly Crosbie, Director of NCDHHS’s Division of Mental Health, Developmental Disabilities and Substance Use Services, emphasized the campaign’s focus on proven treatment methods. “There’s no better evidence that recovery is real than a life changed,” she 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.”

The campaign specifically promotes medications for opioid use disorder (MOUD), which medical professionals consider a gold standard of care but often face public misconception and stigma.

Community-Centered Storytelling

Courtney McKeon, Senior Vice President for Shatterproof’s National Stigma Initiative, noted that while most North Carolinians believe recovery is possible with treatment, stigma and misinformation continue to create barriers. “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,” she said.

Michael, one of the campaign’s story contributors, highlighted the broader social impact: “It’s not just about overdoses. It’s not just about lives that were lost or lives that were saved. It’s also about how we treat the people who went through it and how we bring them out of the shadows.”

Getting Involved and Finding Help

The campaign encourages community participation through multiple channels. Individuals can share their stories by completing a Story Sharer Interest Form or joining the Unshame NC coalition. The public can follow @UnshameNC on Facebook and Instagram or visit unshamenc.org for resources and personal narratives.

 If you want to share your story with NCDHHS and Unshame NC, you can get involved by filling out a Story Sharer Interest Form or joining the Unshame NC coalition.

For those in crisis, NCDHHS provides 24/7 support through:

• The 988 Suicide & Crisis Lifeline (call, text, or chat)
• The Peer Warmline at 1-855-PEERS NC (855-733-7762)
• The NC Recovery Helpline at 800-688-4232

About the Partners

Shatterproof, the campaign’s national partner, is a nonprofit organization focused on reversing America’s addiction crisis through community guidance, advocacy, and stigma reduction efforts.

The Unshame NC campaign represents a significant step toward creating supportive environments where individuals with substance use disorders can access multiple treatment pathways while receiving community support throughout their recovery journey.