Stigma, or negative attitudes toward or discrimination against individuals based on a particular characteristic, is associated with many physical, mental and behavioral health conditions, including substance use disorders (SUDs). Stigma can carry a high burden; many individuals with SUDs refrain from seeking help due to fear of judgement or feelings of shame driven by stigma. But, the good news is that stigma is not a foregone conclusion. There are concrete steps we can take to reduce stigma toward individuals and families experiencing addiction-related issues. This session will explore stigma and how we, as prevention practitioners and partners, can recognize and respond to it in our communities.