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People living in rural areas may experience substance use disorders (SUDs) at rates similar to those in urban areas but face higher mortality rates and greater risks of suicide, with substance use issues often being more severe. According to the 2023 National Survey on Drug Use and Health (NSDUH), 94.7% of individuals with a SUD did not seek or believe they needed treatment. Barriers to seeking and accepting treatment include issues of accessibility, availability, affordability, and acceptability, many of which are exacerbated by stigma (negative perceptions, labels, and stereotypes) associated with substance use. This is especially true in rural communities where self-reliance and privacy are valued. Recent research indicates public stigma reduction campaigns can help decrease stigma and the associated barriers to treatment. This presentation will highlight these research findings on decreasing stigma, components of public stigma reduction campaigns, and discuss its implications for rural communities. Learning Objectives At the end of the presentation participants will be able to: • Describe how substance use in rural areas differs from urban substance use • Identify the different types of stigma that hinder individuals and their family members from seeking or continuing treatment and recovery services • Cite public stigma reduction campaign components and understand next steps for initiating these campaigns Presented by Nancy Roget, MA, and Trisha Dudkowski, BA