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Turn the Page on Stigma

Also: Don't Know? Don't Judge. · No Sabes? No Juzgues.

“Don't know? Don't judge.”

New York State OASAS PSA campaign launched August 14, 2025 against stigma toward people with addiction and toward addiction treatment, on TV, billboards, subway cars and online. Ads show people holding books or emerging from book pages ("Know what they say about judging a book by its cover?") and promote person-first language. The TV spots used AI-generated people without disclosure, which drew press criticism in December 2025.

Years
2025–now
Country
United States
Topic
DrugsOpioids
Asks people to
Reduce stigmaSeek help
Strategy
MetaphorService linkStigma reduction
Channel
OutdoorSocial (paid)TVWebsite
Audience
General public

Evidence

NoneUnknown

No evaluation found. OASAS cited NSDUH 2024: more than 43% of people who did not receive SUD treatment said they worried what people would think.

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. OASAS: New 'Turn the Page on Stigma' Campaign to Address Stigma in Addiction Treatment (14 Aug 2025, via Wayback) sponsor · 2025
  2. OASAS: Turn the Page on Stigma (campaign page, via Wayback) sponsor
  3. The Daily Star / New York Focus: State agency is running AI ads (8 Dec 2025) news · 2025
  4. NYS OASAS YouTube playlist: Don't Know? Don't Judge. archive

Research notes

US-NY. Credits checked 2026-10-22 against fetched pages: Idea Kraft (Binghamton) - OASAS spokesperson Evan Frost told New York Focus that OASAS 'partnered with the Binghamton-based agency Idea Kraft to produce the ads', made with 'a blended approach of AI and traditional methods'. OASAS said AI was used only in video; billboards, print and subway signs were traditional, and a next phase would feature real people in recovery. Linking the 'Don't Know? Don't Judge.' playlist to this campaign rests on the OASAS home page pairing (search snippet) and timing; verify. Addiction in general, not opioid-only. 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/ny-turn-the-page-on-stigma.json, updated 2026-10-23· Link to this campaign