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UNSHAME Kentucky

Also: UNSHAME KY

“Together to end stigma”

Statewide anti-stigma campaign (US-KY) run by the Kentucky Opioid Response Effort (KORE) with Shatterproof since March 2022. It posts video stories of Kentuckians in recovery and their families on social media, works with community organizations and influencers, and points people to treatment and naloxone.

Years
2022–now
Reach
13.6M impressions as reported
“The FY2023 SOR II report lists 13,617,000 impressions and 8,022,869 video views.”
Country
United States
Topic
DrugsHarm reductionOpioids
Asks people to
Reduce stigmaSeek help
Strategy
Stigma reductionTestimonialTrusted messenger
Channel
EventsInfluencerSocial (organic)Social (paid)Website
Audience
General public

Evidence

ObservationalPositive

Sponsor survey (modified Shatterproof Addiction Stigma Index, representative Kentucky adult samples, baseline Jan 2022 and after 12 months): about 14% of adults (over 472,000) exposed; exposed people had over 10% lower public stigma and were 2.5 times more likely to say they knew how to find quality OUD treatment (71% vs 29%). Year 1: 12.7 million social impressions, 78 community organizations, 24 influencers, 40 stories. The FY2023 SOR II report lists 13,617,000 impressions and 8,022,869 video views. Cross-sectional exposed-vs-unexposed comparison run by the sponsor.

Sponsor (who paid)

Credits (who made it)

  • Shatterproof Strategy, 2022- source

Executions (individual ads)

Related campaigns

Sources

  1. Shatterproof: Anti-Stigma Campaign UNSHAME Kentucky Reveals Results of Measurable Changes in Beliefs and Attitudes (12 Sept 2023) sponsor · 2023
  2. Kentucky FY 2023 State Opioid Response II report to the legislature sponsor · 2023
  3. UNSHAME Kentucky campaign site sponsor
  4. UNSHAME Kentucky YouTube channel archive

Research notes

US-KY. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Shatterproof (Shatterproof release names KORE and Shatterproof as partners; a search snippet also names the Foundation for a Healthy Kentucky, not confirmed on a fetched page). Funding is federal State Opioid Response (SOR) money via KORE per the SOR II report; no settlement funding found. Creative/production agency not named anywhere found. Still active: YouTube stories posted through 2025 and site live 2026-10-22. Executions: first 30 videos on the channel (2-year span; older ones not listed); years given only where YouTube's upload date was read. Ad library search: "UNSHAME Kentucky", "UNSHAMEKY".

Record cases/ky-unshame-kentucky.json, updated 2026-10-22· Link to this campaign