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                  <text>Anti-Stigma Campaigns (2009-2020)</text>
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                <text>The opioid crisis: A mother's story about how pharmacists can help</text>
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                <text>&lt;strong&gt;Youtube videos:&lt;br /&gt;&lt;/strong&gt;&lt;br /&gt;&lt;iframe width="560" height="315" src="https://www.youtube.com/embed/dRAvR0kkaig" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="allowfullscreen"&gt;&lt;/iframe&gt;</text>
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                <text>&lt;a href="http://www.pharmacists.ca/opioids" target="_blank" rel="noopener"&gt;www.pharmacists.ca/opioids&lt;/a&gt;</text>
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                <text>This campaign consists of two short videos featuring the chair of the Canadian Pharmacists Association (CPhA) discussing the opioid crisis with one of the leaders of Moms Stop the Harm. The "How Does Stigma Affect Patient Care" video considers the effect stigma has on patient care in regards to recovery and addiction. A mother is featured, emphasizing that compassion is needed from pharmacists when dispensing treatments for addiction. In the other video, "How Pharmacists Can Help", the mother explains the importance of pharmacists providing Naloxone kits and tells a personal story of how a pharmacist's encouragement and support helped her son towards his recovery.</text>
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                <text>© 2021 CPhA. All Rights Reserved.</text>
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              <text>All ten Facebook posts used the same caption: &lt;br /&gt;&lt;br /&gt;&lt;em&gt;"The Stop Overdose BC campaign was adapted by the North Bay Parry Sound Drug Strategy Committee, which includes Lisa Lurz, Addictions Counsellor at Nipissing First Nation and Laura Liberty, HIV Coordinator at the Anishinabek Nation. &lt;/em&gt;&lt;br /&gt;&lt;br /&gt;&lt;em&gt;Recognizing the importance of dispelling stigma and stopping discrimination against people who use substances (including the Indigenous population which has been over-represented in overdose deaths during the COVID-19 pandemic), Lisa and Laura invited Chief and Council and community members to share their images and messages. &lt;/em&gt;&lt;br /&gt;&lt;br /&gt;&lt;em&gt;Stop the Shame. Stop the Blame. Stop the Stigma."&lt;/em&gt;&lt;br /&gt;&lt;br /&gt;Each caption then included one of the following slogans: &lt;br /&gt;&lt;br /&gt;&lt;em&gt;"HARM REDUCTION BUILDS CONNECTIONS"&lt;/em&gt; (x2) &lt;em&gt;"HARM REDUCTION SAVES LIVES"&lt;/em&gt; (x2) &lt;br /&gt;&lt;em&gt;"PEOPLE WHO USE DRUGS ARE PART OF OUR FAMILY. REACH OUT, HELP SOMEONE." &lt;/em&gt;&lt;br /&gt;&lt;em&gt;"BUILDING CONNECTIONS WITH FAMILY AND COMMUNITY" &lt;/em&gt;&lt;br /&gt;&lt;em&gt;"HARM REDUCTION MEETS PEOPLE WHERE THEY ARE"&lt;/em&gt; (x3) &lt;br /&gt;&lt;em&gt;"HARM REDUCTION = NO JUDGEMENT"&lt;/em&gt;</text>
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                <text>Stop the Blame. Stop the Shame. Stop the Stigma.</text>
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                <text>&lt;strong&gt;Facebook Posts&lt;/strong&gt;:&lt;br /&gt;&lt;iframe width="500" height="556" style="border: none; overflow: hidden;" src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FNFNRecreation%2Fposts%2F3945897482106775&amp;amp;show_text=true&amp;amp;width=500" scrolling="no" frameborder="0" allowfullscreen="allowfullscreen" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"&gt;&lt;/iframe&gt;&lt;br /&gt;&lt;br /&gt;Access all ten posts by clicking the left arrow.</text>
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                <text>Intended to be an Indigenous adaptation of the "Stop Overdose BC" campaign, the North Bay Parry Sound Drug Strategy Committee "invited Chief and Council and community members to share their images and messages". This photo series was posted on the Nipissing First Nation Health Services Facebook page, centering its messaging around harm reduction and building connections. While it does not feature any intersections, it does mention the over-representation of Indigenous overdose deaths, especially during the pandemic. Each photo prominently displays the person's identity in the &lt;a href="https://www.nfn.ca/culture-heritage/anishinaabemwin/"&gt;Nipissing First Nation's official language, Anishinaabemwin&lt;/a&gt;, followed underneath by the equivalent word in English in a smaller font. Notably absent from the posts is the identity "drug user" (or "uses drugs"), diverging from the original "Stop Overdose BC" campaign, because the individuals photographed are real people, rather than stock photo models, the majority of whom are represented in a professional capacity in support of people who use drugs in the community.</text>
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                <text>Social Marketing</text>
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              <text>&lt;p&gt;&lt;strong&gt;Emily Ogborne-Hill&lt;/strong&gt;: "A lot of the general public may only know of addiction through a movie character or a TV show or a badly written, stigmatizing article in the newspaper. That might be their only experience with addiction."&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Jane Buxton&lt;/strong&gt;: "I think we have to think about the terminology that we use."&lt;br /&gt;&lt;br /&gt;[A slide appears with the heading "Use People First Language". Text with a light orange background washes onto screen, displaying a white check mark to the left of "Person who uses opioids". A white "vs" appears underneath. Text with a red background washes onto screen, displaying a white "X" to the left of "Opioid user or Addict".]&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Jane Buxton&lt;/strong&gt;: "We have to listen to the voice of people who use substances. Avoid the othering that get people to think about it and talk about it."&lt;br /&gt;&lt;br /&gt;[A slide appears with the heading "Use Language that Promotes Recovery". Text with a light orange background washes onto screen, displaying a white check mark to the left of "Person experiencing barriers to accessing services". A white "vs" appears underneath. Text with a red background washes onto screen, displaying a white "X" to the left of "Unmotivated OR Non-compliant".]&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Emily Ogborne-Hill&lt;/strong&gt;: "We do tend to pander in the media a lot to the moral side of harm reduction. I think if we just change the dialogue and spoke only in terms of health, I think it would change the perception of the general population as well."&lt;br /&gt;&lt;br /&gt;[A slide appears with the heading "Use Language that Reflects the Medical Nature of Substance Use Disorders". Text with a light orange background washes onto screen, displaying a white check mark to the left of "Person experiencing problems with substance use". A white "vs" appears underneath. Text with a red background washes onto screen, displaying a white "X" to the left of "Abuser OR Junkie".]&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Margot Kuo&lt;/strong&gt;: "What are people's stories with substances? How did they come to be where they are? How do they cope with their everyday life? And once you start hearing that information, I think that does more to the issue of stigma."&lt;br /&gt;&lt;br /&gt;[A slide appears with the heading "Avoid Slang and Idioms". Text with a light orange background washes onto screen, displaying a white check mark to the left of "Positive test results OR Negative test results". A white "vs" appears underneath. Text with a red background washes onto screen, displaying a white "X" to the left of "Dirty test results OR Clean test results".]&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Sheila Martens&lt;/strong&gt;: "That is work that has to be done, creating a safer place with less stigma."&lt;/p&gt;</text>
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                <text>Toward the Heart: Language Matters</text>
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                <text>&lt;strong&gt;"Language Matters: Creating a safer space with less stigma" &lt;/strong&gt;&lt;strong&gt;Vimeo&lt;/strong&gt; &lt;strong&gt;Video:&lt;/strong&gt;&lt;iframe width="640" height="360" src="https://player.vimeo.com/video/264095540?h=232e54d71c&amp;amp;color=b4202a&amp;amp;title=0&amp;amp;byline=0&amp;amp;portrait=0" frameborder="0" allow="autoplay; fullscreen; picture-in-picture" allowfullscreen="allowfullscreen"&gt;&lt;/iframe&gt;&#13;
&lt;p&gt;&lt;br /&gt;&lt;strong&gt;Campaign Website:&lt;/strong&gt;&lt;br /&gt;&lt;a href="https://towardtheheart.com/reducing-stigma" target="_blank" rel="noopener"&gt;https://towardtheheart.com/reducing-stigma&lt;/a&gt;&lt;/p&gt;</text>
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                <text>Harm Reduction</text>
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          <element elementId="41">
            <name>Description</name>
            <description>An account of the resource</description>
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                <text>The BC Centre for Disease Control (BCCDC) enlisted the help of social justice-oriented creative and digital agency, &lt;a href="https://hellocoolworld.com/" target="_blank" rel="noopener"&gt;Hello Cool World Media&lt;/a&gt;, to custom build a harm reduction showcase called Toward the Heart. According to &lt;a href="https://hellocoolworld.com/#!?q=ajax_portfolio&amp;amp;nid=62" target="_blank" rel="noopener"&gt;Hello Cool World&lt;/a&gt;, the phrase "toward the heart" is "a reference to the injection technique of always inserting a needle in the direction of blood flow—which helps convey a compassionate approach to health care". BCCDC teamed up with Hello Cool World to create a video on reducing stigma through language. In addition to this video, the BCCDC Harm Reduction Team released a corresponding PDF with "4 guidelines to using non-stigmatizing language".</text>
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          </element>
          <element elementId="47">
            <name>Rights</name>
            <description>Information about rights held in and over the resource</description>
            <elementTextContainer>
              <elementText elementTextId="134">
                <text>Copyright © 2021, Toward the Heart. All Rights Reserved</text>
              </elementText>
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          </element>
          <element elementId="42">
            <name>Format</name>
            <description>The file format, physical medium, or dimensions of the resource</description>
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              <elementText elementTextId="281">
                <text>Web-based Only</text>
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          </element>
          <element elementId="89">
            <name>Audience</name>
            <description>A class of entity for whom the resource is intended or useful.</description>
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                <text>General Public</text>
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      <tag tagId="133">
        <name>2 to 5 total individuals featured</name>
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      <tag tagId="23">
        <name>Barrier to Treatment</name>
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      <tag tagId="21">
        <name>Change Language</name>
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      <tag tagId="6">
        <name>Education</name>
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      <tag tagId="138">
        <name>Mostly professionals</name>
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      <tag tagId="134">
        <name>No PWLLE</name>
      </tag>
      <tag tagId="26">
        <name>Prejudice/Stereotypes/In your head</name>
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      <tag tagId="22">
        <name>Shift Attributions</name>
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