▶Videoyoutube.comUnshame NC
Also: Unshame North Carolina
“Unshame NC”
North Carolina DHHS and First Lady Anna Stein campaign launched July 21, 2025, developed and run by Shatterproof under an NCDHHS contract, to end stigma toward substance use disorder and raise awareness of medications for opioid use disorder, using testimonial videos of North Carolinians in recovery, family members, clinicians and clergy on Facebook, Instagram, YouTube and unshamenc.org.
- Years
- 2025–now
- Country
- United States
- Topic
- DrugsOpioids
- Asks people to
- Reduce stigmaSeek help
- Strategy
- Stigma reductionTestimonialTrusted messenger
- Channel
- Social (organic)Social (paid)Website
- Audience
- General public
Evidence
NoneUnknown
No evaluation found. NCDHHS cited a statewide survey: 57% of North Carolinians knew someone with opioid use disorder, but only 34% knew how to find treatment.
Sponsor (who paid)
- North Carolina Department of Health and Human Services, Division of Mental Health, Developmental Disabilities and Substance Use Services State local government, funder
- Office of the First Lady of North Carolina (Anna Stein) State local government, champion
Credits (who made it)
- Shatterproof (National Stigma Initiative) Strategy, 2025- source
Executions (individual ads)
- Mollie Found Her People Through Recovery social-organic · youtube
- Irene Knows She Is Worth the Work social-organic · youtube
- Dr Eric Morse Says These Medications Are Proven to Save Lives social-organic · youtube
- Suzanne Knows the Power of Family Support social-organic · youtube
- Goals, Growth, & Graduation | Stories of Recovery social-organic · youtube
- Reverend Dr Clay Believes the Church Must Create Space for Recovery social-organic · youtube
- Dr. Eric Explains How Medication Saves Lives social-organic · youtube
- Kristan Found Herself Again Through Recovery social-organic · youtube
- Johnnie Finds Strength in Community and Faith social-organic · youtube
- Faith & Finding Your Voice: Andrew’s Recovery Story social-organic · youtube
- Jacqueline Encourages Others To Learn About MAT social-organic · youtube
- Edris Reminds People Life in Recovery Is Fun social-organic · youtube
- Demitrius Embraces Community in Recovery social-organic · youtube
- Healing, Helping, and Giving Back: Chandler’s Recovery Story social-organic · youtube
- From Getting Help to Giving Help: Lauren’s Recovery Story social-organic · youtube
- Alaina’s Legacy: A Mother’s Fight to End SUD Stigma social-organic · youtube
- Healing Through Community: Bethany’s Substance Use Recovery Story social-organic · youtube
- We All Need Each Other: Peter’s Journey Through Recovery and Support social-organic · youtube
- Finding Strength in Love: Christina’s Recovery Journey social-organic · youtube
- Jorgie’s Journey Through Recovery and Toward Hope social-organic · youtube
- A Journey of Confidence & Community: Melody's Story of Discovery social-organic · youtube
- Living Out Loud: How Mollie Found Courage and Connection in Recovery social-organic · youtube
- Ashley’s Story: Finding Hope, Healing, and Purpose Through MOUD social-organic · youtube
- A Story of Faith & Love: Lexie's Journey of Recovery social-organic · youtube
- The Power of Sharing Your Story: John's Story of Inspiration & Hope social-organic · youtube
Related campaigns
- Life Unites Us 2020–now
- Turn the Page on Stigma 2025–now
Sources
Research notes
US-NC. Credits checked 2026-10-22 against fetched pages: Shatterproof (NCDHHS release: 'NCDHHS contracted with Shatterproof to develop and implement the campaign'); role 'strategy' is our label. Funding source and budget not stated. Executions are testimonial videos from the campaign YouTube channel (webinars excluded); years not read (YouTube upload dates rate-limited), all 2025 or later. Whether any were run as paid ads is not confirmed. Discovered 2026-10-22 for #17. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/nc-unshame-nc.json, updated 2026-10-23· Link to this campaign