Section 4:
Implementing stigma reduction approaches

Guidance on implementing approaches

This part of the guidance suggests a range of stigma reduction approaches. Before implementing them, there are a few points to consider.

• Combine different approaches. You are likely to require a combination of approaches from this section. This will enable you to target different types of stigma, at different levels of society, and influence different audiences.
• Stigma reduction is rarely a standalone activity. Stigma reduction can often be integrated into an existing project or activity. For example, training courses run by inclusion champions can also help to reduce stigma and can be factored into your approach. However, it’s important that their role in reducing stigma is clear, so you can then monitor and understand any changes, and provide support as needed.
• None of these approaches are brand new. However, we illustrate how they can intentionally focus on stigma reduction.
• You will need to adapt each approach to the stigma analysis in your setting and align to your overall stigma reduction aims, and context. These are only examples. There is always room for other activities in your creative design and planning.
• You will not be able to do everything. A prioritisation process, explained in section 3, will help refine your approach. You may have to identify other stakeholders, as project partners or strategic partners, to complement what you can deliver.
• You may need additional support to develop and deliver an approach. Explore partnerships that can provide this support.
• Keep in mind safeguarding and ethical issues across all approaches. This could include monitoring for unintended outcomes that could exacerbate stigma. For example, a social media campaign can be impactful, but may also generate stigmatising posts that need to be moderated.