New Year-Three Evaluation Shows Sustained Gains in Public Understanding, Compassion, and Support for Treatment and Harm Reduction
SACRAMENTO — California’s effort to transform how people understand addiction continues to show measurable progress, with new evaluation findings indicating growing public awareness, reduced stigma, and stronger support for evidence‑based care.
Now in its third year, 18 percent of California adults — more than 5 million people — say they are familiar with Unshame CA, the state’s public health campaign to reduce addiction stigma and promote understanding of substance use disorder (SUD) as a chronic treatable medical condition. The latest data demonstrates ongoing improvements in how Californians view SUDs and connect with treatment and harm-reduction resources.
Unshame CA is a partnership between the California Department of Health Care Services (DHCS) and national nonprofit Shatterproof. Since launching in May 2023, the campaign has used personal storytelling, community partnerships, and culturally responsive messaging in both English and Spanish to shift perceptions and promote compassionate, informed responses to addiction.
“Stigma remains one of the most persistent barriers preventing people from getting the help they need,” said California State Medicaid Director Tyler Sadwith. “California continues to make meaningful progress, reducing stigma, improving understanding of addiction as a medical condition, and increasing awareness of effective treatment and harm‑reduction resources. These findings show that our collective efforts are helping more Californians see addiction with compassion and respond with evidence‑based care.”
Campaign Reach and Engagement
Through partnerships with community-based organizations statewide, Unshame CA elevates local voices and expands culturally responsive messaging. Social media remains the primary engine of campaign reach, empowering Californians to share stories, engage with content, and access treatment and harm-reduction resources with ease.
Key Findings from the Year 3 Evaluation
- Lower levels of stigma toward people with opioid use disorder (OUD).
- Greater willingness to interact with individuals with OUD in everyday settings, including workplaces and neighborhoods.
People who saw the campaign were nearly twice as likely to recognize OUD as a chronic medical condition, aligning with evidence‑based public health perspectives. Those exposed to Unshame CA showed:
- Higher knowledge of where to find treatment.
- Stronger awareness of naloxone and harm reduction strategies.
- Increased support for harm reduction programs in their communities.
- Greater support for medications for opioid use disorder (MOUD), including confidence in effectiveness and support for expanding access.
“Stigma prevents far too many people from seeking care or finding the support they deserve. The progress we’re seeing underscores how storytelling can shift perceptions, build empathy, and guide people to evidencebased treatment and lifesaving resources. Shatterproof is proud to partner with the California Department of Health Care Services so more Californians can see addiction for what it truly is — a treatable medical condition,” said Pam Jenkins, Chief Executive Officer of Shatterproof.
What Comes Next
Building on year three findings, Unshame CA can continue to strengthen its impact by:
- Deepening public understanding of addiction as a medical condition.
- Continuing to reduce social distance and stigma.
- Expanding messaging on medications for addiction treatment (MAT) and harm reduction.
- Growing partnerships with trusted community-based organizations
Californians can explore stories, find local resources, and learn more at UnshameCA.org and by following @UnshameCA and @SomosUnshameCA on Facebook and Instagram.
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Media Contact
Holly Jespersen
Senior Manager, Communications
Shatterproof
hjespersen@shatterproof.org
About Shatterproof
Shatterproof is a national nonprofit organization dedicated to creating a world where addiction never defines or ends a life. Guided by its mission to transform systems, support families, and end stigma, Shatterproof advances evidence-based solutions to improve prevention, treatment, and recovery; drives policy change to strengthen addiction care and accountability; educates the public to replace stigma with understanding; and equips families with trusted resources and support. Grounded in science and rigorous measurement, Shatterproof helps people today while catalyzing lasting systems change for future generations.
Follow Shatterproof on Facebook, X, and YouTube at @ShatterproofHQ, and on Instagram at @weareshatterproof. Learn more at www.Shatterproof.org.
