Stigma doesn’t just silence conversations—it blocks solutions. Nowhere is this more evident than in public health, where shame and stereotypes can keep people from seeking care, getting tested or protecting their communities.
As marketers, we have an extraordinary responsibility. The messages we create don’t simply inform; they shape perceptions, spark dialogue and either dismantle or reinforce harmful stigmas. And when stigma takes hold, it has a measurable impact on health outcomes.
Take, for example, the Minnesota Department of Health’s campaign to address sexually transmitted infections. Disparities across communities were alarming, with HIV diagnosis rates nearly seven times higher among Black men compared to White men. Addressing this challenge meant going beyond surface-level awareness. It required messaging that uplifted, respected and empowered audiences—while stripping away judgment.
As we do with all projects, we relied on our Seven Tenets of Inclusion as a guiding framework. Curiosity, empathy, nuance, believability, action, respect and transformation keep us from defaulting to stereotypes. Instead, it drives us to listen, learn and ultimately create campaigns that resonate with authenticity and meaning.
The STI awareness campaign succeeded because it prioritized inclusion. Rather than framing health as a warning, it empowered people to make healthy choices for themselves and their communities. The campaign reminded us that when bias—conscious or unconscious—guides our work, we fail. But when inclusion leads, trust builds, stigma erodes and lives are changed.
As creators of public-facing messages, we must constantly ask ourselves: Are we unintentionally reinforcing stigma? Are we missing key narratives? Does this message create shame or does it open a door to action?
Breaking down stigma is not optional—it’s the ethical obligation of every communicator who touches public health.
If your organization is ready to move beyond bias and break down barriers through communication, we’d love to talk. Our proprietary Inclusivity Marketing™ and Ripple OutReach™ approaches are designed to help you reach under-reached communities with authenticity and impact. This powerful combination helps to trust, spark dialogue and inspire meaningful action.
Neka Creative is a full-service brand development agency in Minneapolis, anchored on the promise of inclusion. Contact us to learn more.
