Words, Stories and Magic

Using communication to dispel stigma

For several years now, language guides have been a useful tool in reducing stigma around substance use and recovery. The ASN Language Guide, alongside others in the UK, US, and internationally, seek to shift public and professional conversations away from labels, blame, and moral judgement. These guides are useful because words, the meaning they carry and the story they tell, really matter. The great writer Alan Moore argues that language is a form of magic. Words shape consciousness, stories shape culture, and both influence how we understand ourselves and others.

"Indeed, to cast a spell, is simply to spell, to manipulate words, to change people's consciousness" Alan Moore

But even the most carefully chosen words can still land badly if the communication behind them carries hierarchy, ambiguity, or unintended judgement. Good intentions can be undone by tone, structure, or the way information is delivered. That’s why ASN is now broadening the conversation from “what words should we use?” to “how do we communicate in ways that protect dignity, agency, and fairness at every step?”

This next phase draws on wider communication models including the SCARF model, trauma‑informed practice, narrative theory, and contact‑based approaches to stigma reduction. These frameworks help us understand not just what we say, but how people experience what we say.

SCARF for example is not a stigma‑specific model, but aligns with evidence on psychological safety and social threat, making it a useful tool for improving communication.

• Status: Does our communication protect people’s sense of worth?

• Certainty: Are we reducing anxiety by being clear and transparent?

• Autonomy: Are we supporting choice rather than control?

• Relatedness: Are we building connection instead of othering?

• Fairness: Are we being equitable, consistent, and transparent?

When organisations combine language guidance with these broader communication skills then good intentions have a far better chance of becoming desired impact. Staff feel more confident. People accessing services feel more respected. And the gap between policy and the material lived experience of that policy begins to close.

ASN’s aim isn’t to police language or communication. Our aim is to help people not just with a mindful choice of words, but to centre dignity, agency, and humanity in every interaction.

We’re seeking to move from language rules to communication skills that enable stigma‑free cultures.

If you’re already working in this way please do share what you’ve learned with us so we can learn from each other. 

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Some useful references

• Rock, D. (2008). SCARF: A Brain‑Based Model for Collaborating with and Influencing Others. NeuroLeadership Journal, 1.

  The original peer‑reviewed paper introducing the SCARF model and its neuroscience foundations.
  

• Rock, D. (2009). Your Brain at Work. HarperCollins.

  A highly accessible explanation of SCARF for practitioners, leaders, and communicators.

  Your Brain at Work.
  

• Rock, D. & Cox, C. (2012). SCARF in 2012: Updating the Social Neuroscience. NeuroLeadership Journal, 4.

  An updated review of the evidence base behind the model, including new research on social threat and reward.

  SCARF 2012 update.
  

• Lieberman, M. D., & Eisenberger, N. I. (2009). Pains and Pleasures of Social Life. Science, 323(5916), 890–891.

  A foundational neuroscience paper explaining why social exclusion and unfairness activate the brain’s pain circuitry — the mechanism SCARF builds on.