At the Anti-Stigma Network we ’ ve been thinking about how we can affect change through specific , assertive and reasoned challenge . As an individual it can feel overwhelming to challenge national media on inaccurate and biased representations , and even as marketing and PR professionals it ’ s daunting . But from our experience a good place to make a start is with local media – the press , radio , TV and websites that serve local community interests . We ’ ve had significant success in changing stigmatising and overtly discriminating references to people who use , or have used , drugs and alcohol in local media . Discriminatory narratives , language and images in relation to local issues can cause real harm in our communities , and inaccurate , sensationalised and unbalanced reporting marginalises people in the places they live , creating unnecessary fear and dividing neighbours . We ’ d like to think

local jour nal ists and publications act responsibly at all times but we know that isn ’ t always the case . Local media needs to capture your attention , and simplistic headlines are a good way to do this . Local media ’ s business model , limited resources , and airtime and space constraints can all make it difficult to properly explore complex nuanced issues . An article may be edited before publication and perfectly responsible articles can have a sensationalist headline applied that undermines the content .

There ’ s good guidance for local media available , such as Adfam ’ s five key recommendations for journalists and editors at https :// adfam . org . uk / influencing-for-change / mediatoolkit / 5-key-recommendations .

There ’ s also an Editor ’ s Code of Practice . In terms of discrimination , the code ’ s point 12 states : ‘ The press must avoid prejudicial or pejorative reference to an individual ’ s race , colour , religion , sex , gender identity , sexual orientation or to any physical or mental illness or disability ’. While many people who use or have used drugs will be represented in these categories , there ’ s a tendency for drug and alcohol use to be presented as moral rather than health-related issues .

So , what can we do when we see a stigmatising article ? Firstly , it ’ s best to act when the issue is live .

MONITOR AND RESPOND – Stay vigilant for instances of stigmatising depictions of substance use in local media , and be prepared to respond swiftly when the issue is still live . Whether it ’ s related to the opening of a treatment service , drug-related harms or any other local issue , if you can respond quickly you ’ ve got more chance of being heard .

WRITE TO THE EDITOR AND MAKE A COMPLAINT – You can find the editor ’ s contact details on the publication ’ s website .

IDENTIFY THE KEY ISSUES AND STATE THEM CLEARLY – What actually is the stigmatising representation you ’ re referring to ? Is it the use of language , imagery , a lack of balance in the views of people quoted or a repeated false narrative ? It can be harder to complain about the general tone of an article which may be open to interpretation , so be specific if you can .

ARE THERE SPECIFIC FACTUAL

INACCURACIES IN THE ARTICLE ? – Can you assertively highlight what ’ s wrong and refer to the facts ?

ARE THE EXPERTS THEY ’ RE QUOTING

ACTUALLY CREDIBLE ?

DESCRIBE THE IMPACT OF

PERPETUATION OF THE STIGMA

REPRESENTED IN THE ARTICLE – Will it stop support services

being provided ? Could it stop people accessing support ? Could it expose people to risk ?

BE CLEAR IN WHAT YOU ’ D LIKE TO SEE HAPPEN – For example , if it ’ s an online piece do you want the article to be edited , corrected , or removed all together ? Would you like to propose a follow-up piece to add context ?

GROUNDED IN REALISM – Ensure your complaint is reasoned , for example claiming that there are no harms to drug and alcohol use is not true and could be as harmful as a sensationalised story that provokes fear . Similarly , suggesting that there ’ s a simple and easy solution to drug and alcohol problems is generally not realistic or authentic .

Specific , assertive and reasoned challenge will generally be met with a positive response from local media , and changes can be made to mitigate harm when the issue is live .

For more information on this topic and ideas on how you can lay the groundwork for more responsible reporting visit the Anti-Stigma Network and join for free for regular updates and events . www . antistigmanetwork . org . uk

Lucie Mauger is senior marketing manager and James Armstrong is director of marketing and innovation at Phoenix Futures

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