Stigma reduction campaigns are built on good intentions, but good intentions don’t guarantee good outcomes. If we want campaigns that actually reduce harm, we have to acknowledge how different audiences interpret these messages, how systems generate stigma, and how language and power shape the impact. Here’s how.

Stigma isn’t only about individual attitudes. It’s shaped by how services are designed, who feels welcome in them, how staff are supported, and how culture is held across an organisation. In this interview, Dr Roanna Lobo explores these issues and more, sharing powerful advice for researchers and healthcare workers alike.