A campaign using the voices of families and loved ones – including two parliamentarians – to end the stigma surrounding drug and alcohol-related harm and deaths is to receive government support to challenge stereotypes across Scotland.

The ‘See Beyond – See the Lives – Scotland’ campaign led by the University of Stirling first launched last year has now received £20,300 from the Scottish government to run a series of roadshows.

Looking to eliminate the stigma associated with alcohol and drugs, this phase will see researchers deliver awareness-raising sessions with the public across Scotland.

The first roadshow will be delivered in Forth Valley in January 2025 before extending to other parts of Scotland.

Dr Hannah Carver, Co-Director of the Salvation Army Centre for Addiction Services and Research and Senior Lecturer in Substance Use at the University of Stirling, says the “tremendous reaction” seen so far shows the campaign has touched a nerve, adding:

“The stigma surrounding deaths due to drugs and alcohol is still strong and it is only by challenging the stereotypes people bring to substance use, that the shame can be reduced.”

The campaign has gathered videos of family members and friends who have lost loved ones to alcohol and/or drug use on a dedicated website.

This new phase will see members of the public invited to engage with the campaign through its audio and visual materials and challenge any biases held.

It will be delivered in partnership with national charity Scottish Families Affected Alcohol and Drugs (SFAD) who have also launched a webinar series on how smashing stigma can save lives.

Doctor-led organisation, Scottish Health Action on Alcohol Problems (SHAAP) is another partner and its Director Elinor Jayne told healthandcare.scot the team is “delighted” to see the government support:

“It will allow us to continue the work of tackling stigma and increasing compassion for people who struggle with alcohol and drug use and their loved ones.

“The campaign’s message ‘everyone knows someone’ speaks to the fact that alcohol problems affect us all, directly or indirectly.

“Stigma is one of the main reasons why people don’t ask for help so if we can continue to have these difficult conversations and encourage people to speak openly about their experiences of losing a loved one to alcohol and drugs, we can start to break those barriers down.

“We hope the campaign will help to equip people to better support others who have lost someone to alcohol or drugs by raising awareness of the devastating impact of alcohol and drug-related deaths and the importance of responding supportively and avoiding stigmatising language.”

Dear Dad

Alongside government-backing, the campaign has received support from MSPs of opposition parties.

Both Miles Briggs MSP for the Scottish Conservative party, and Monica Lennon, Scottish Labour MSP have backed the campaign and shared poignant letters to their fathers, who both died from alcohol use.

Almost 100 people a month have died from drugs across Scotland this year, and alcohol deaths reaching a 15-year high prompted calls alcohol retailers to be taxed.

In 2023 there were 1,172 drug-related deaths and 1,277 alcohol-related deaths registered in Scotland in 2023.

Whilst drug-related deaths in Scotland have generally been increasing over the past two decades, the latest figures represent the second-lowest number in the last six years.

However, alcohol deaths are at the highest level since 2009.

Scotland’s public sector watchdog has said the government must address persistent barriers to accessing alcohol and drug treatment and support, including stigma.

Dr Carver says the additional funding will allow the campaign to reach further:

“Now it’s time to build momentum and, through public roadshows, try and reach audiences who may not have engaged through the media coverage.

"We are extremely grateful to the Scottish government for supporting this next important stage of the campaign, which we will launch in early 2025.”

Read more: Scotland can lead tailored alcohol policy; Citizens' panel to help drugs crisis response; Austerity policy harm to newborns laid bare; New collaboration to tackle health inequalities; Smashing stigma to save lives in Scotland; Charity: Tax alcohol retailers for the harm they cause; Barriers remain in accessing residential rehab