Stigma reduction: the three core principles

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Our approach to stigma reduction emphasises three core principles, which align with Sightsavers’ programme strategy.

Participation of people with disabilities

Applying an intersectional lens

Power and partnerships

1. Participation of people with disabilities

Core to the approach is working with people with disabilities. Often this will be working in partnership with organisations of people with disabilities (OPDs).

Ensure that activities are inclusive, and that individuals and OPDs have the support and capacity-strengthening required to fulfil their role, which includes suitable accommodation. See more about working with disability organisations in Inclusive Futures’ principles for inclusive development and Sightsavers’ social inclusion strategy.

The meaningful participation of people with lived experience of stigma contributes to ensuring that stigma reduction materials and approaches are relevant and acceptable, for example through planning participatory co-creation workshops.

We know that giving people with disabilities the opportunity to have contact with community members and service providers is likely to have a greater impact on stigma reduction. This is sometimes called ‘contact theory’.

This can be direct contact, such as during face-to-face gatherings, meetings and training. It can also be indirect contact, such as via radio, video or film. In an increasingly digital age, digital and e-communication methods also provide opportunities for indirect contact. ^{Source: The Lancet}

Why is promoting contact important?

Interaction can include sharing personal stories and experiences. This can help to reduce the ‘us’ and ‘them’, which is so often at the heart of stigma.

For example, a radio programme can be powerful, but a phone-in after the programme can further enable listeners to share personal stories, ask questions and express views – fostering community participation and empathy on issues of stigma and disability.

Increasing the visbility of people with disabilities in different roles helps challenge stereotypes about what they can and can’t do.

Active participation in activities and decision-making can be empowering for people with disabilities, as well as carers – boosting self-confidence and self-belief, as well as potential for greater engagement in stigma reduction activities (‘power to’ implement activities and ‘power with’ others to engage in activities).

Strengthening these networks can provide opportunities for greater support for people with disabilities.

Our focus is not to tell people how to behave and what to say. We want to create a public discussion about the issues.

Media partner, Nigeria
Inclusive Futures learning review (PDF)

2. Applying an intersectional lens

We know that a combination of a person’s attributes, including the nature of their disability, will shape their experience of stigma.

Therefore, applying an intersectional lens needs to feed into your planning and responses for stigma reduction.

Intersectionality recognises that people’s lives are shaped by their identities, relationships and social factors. These combine to create intersecting forms of privilege and oppression depending on factors such as age, sex, religion, disability, poverty status, ethnicity, education, and geographic location. ^{Source: United Nations (PDF)}

Illustration of a woman surrounded by speech bubbles containing the words race, education, sexuality, ability, gender, age, rural/urban, culture and language.

A poor family has no one helping them. Life is difficult: they often go alone to the hospital. People look down on them.

Grantee staff member, national level
Inclusive Futures learning review (PDF)

This includes thinking about gender, age, disability diversity, rural vs urban context, poverty, ethnicity, and other attributes that might be relevant within your context.

For example, we know that some disability types are more stigmatised than others, including disfiguring illnesses such as leprosy, and mental health conditions.

Women with disabilities experience intersectional stigma and discrimination based on their gender and disabilities. ^{Source: UN Women (PDF)}

3. Power and partnerships

People and organisations with power over social, economic and political factors shape society, and this can include influencing beliefs and behaviours towards disability.

It is important to understand power dynamics when target setting. We can then engage with the people and organisations with power as part of our approach.

Traditional leaderships structures and faith-based organisations can be a positive influence in reducing stigma if they are positively engaged. However, they also have the power to reinforce stigma, even if inadvertently, such as a religious leader using stigmatising language in their sermons.

Creating a supportive environment for challenging stigma
Having the trust and respect of members, and therefore are listened to
Opening doors for useful meetings and events
Bringing their knowledge to planning
Contributing to a more sustainable approach

Stigma can’t all be left to OPDs – you need to consider power and allies. For example, teachers have power. When they change, the children change.

Partner staff member
Inclusive Futures learning review (PDF)

Stigma reduction is therefore about engaging in wide-ranging partnerships, and a key partnership in stigma reduction is working with organisations of people with disabilities. Partnership is also key to Sightsavers’ programmatic approach.