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Living Proof: centering recovery narratives in public health communication
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DOI：10.3389/fpubh.2026.1861243.png)
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Abstract
En 中文
In the United States; stigma about substance use; addiction; and treatment affects people’s awareness of and willingness to seek effective services. Additionally; reducing stigma is vital to decrease overdose deaths and implement compassionate policy and practices. To counter prevailing; judgmental attitudes about substance use; the San Francisco Department of Public Health launched the Living Proof campaign in November 2024. The campaign featured testimonials from San Francisco residents with lived experience; who shared their journeys as evidence that treatment works and that recovery is possible. Through January 2026; the campaign generated an estimated 210 million impressions across billboards; transit shelters; radio; local newspapers; and on social media; exceeding projected impressions. Public polling found high rates of message clarity; with 28% of viewers recalling the campaign unaided; 52% endorsing greater sympathy toward people with a substance use disorder; and 44% reporting that they were likely to take action after seeing the campaign. This community case study offers practice-based lessons for other jurisdictions considering their own campaign and highlights the critical importance of valuing lived experience as expertise.
Keywords:
public health
addiction
stigma
recovery
substance use disorders
mass media
media campaigns
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