Language Matters Campaign Launches in Dundee

A campaign to challenge the use of negative language when speaking about people who use drugs has launched in Dundee.

The Language Matters campaign asks people to consider how the use of language can negatively impact on a person’s recovery from drug use, their personal wellbeing and also increase feelings of isolation.

To launch the campaign, a thought provoking animation has been developed by a local multi-agency group. The group, which is led by NHS Tayside’s Public Health team, includes people with lived experience of stigma and substance use and staff from key support agencies that form part of Dundee Alcohol and Drug Partnership.

The animation and campaign materials are being shared widely across social media and will also feature on bus stops and other displays across Dundee.

The full animation can be viewed at www.nomorelabels.scot

NHS Tayside Director of Public Health Dr Emma Fletcher said, “We are delighted to launch the Language Matters campaign and animation in Dundee, which has been created with the input and support of people who have experienced stigma due to substance use.

“The language used when any of us speak about people who use drugs can really impact how they feel about themselves and how they are viewed by others.

“Experiences of stigma and discrimination can lead to profound social isolation and rejection by family and friends, driving people away from support services and communities and causing poorer health outcomes. Using negative language about people with drug dependence undermines all of our efforts to help them to tackle their condition and enable recovery.”

Chair of the Dundee Health and Social Care Partnership Integration Joint Board, Cllr Ken Lynn said, “It’s great to see the launch of this Language Matters campaign.

“We are committed to reducing the stigma around drug addiction and language plays a big part in this. This campaign will raise awareness and help us understand how our words can have a significant impact on those around us and can be a barrier for people reaching out to get help.

“I hope this campaign will allow us all to play our part in reducing the sigma around drug addiction and encourage anyone who is battling a drug addiction to get support to enable them to recover.”

Some members of Resolve and Evolve, a group promoting recovery in Dundee, shared why the campaign is an important step to reduce stigma that people experience.

Angela said, "We are all human no matter what walk of life we come from. Stigmatising language is not helpful and we all need to rethink the words we use."

Kim added, “Stigma has affected me in the past and still affects others. Judgemental attitudes and stereotyping people must be challenged. I believe it begins with educating our family and friends. It is about starting from home and guiding our children about the impact stigmatising language has on society, so that when they grow up, they can explain it to a friend.

“We are more powerful than we think. Tell someone if they use stigmatising language as they may not have been shown or had explained to them, the impact it can have."

NHS Tayside Public Health Consultant for Substance Use, Dr Kirsty Licence added, “We hope this campaign raises awareness and understanding among the public. Everyone can play a part in reducing stigma by thinking about the language you use and treating people with respect, compassion and kindness.”

The campaign, which is part of wider work to challenge and eliminate stigma towards people who experience problems with drugs, was developed in response to recommendations from the Dundee Drugs Commission.