INCORPORATING INDIVIDUAL AND GRASSROOTS APPROACHES INTO STRATEGIC HEALTH COMMUNICATION

Health campaigns and organizational efforts to address stigmatized health conditions have made several advances in recent years, but stigma and lower quality of life persist for many conditions. Sometimes, missteps in strategic health campaigns can miss the mark and increase the health stigma of underserved and stigmatized populations. Situated in the context of U.S. ostomates, in this chapter, the authors describe the roles individuals with ostomies and disability advocates have taken to help spread awareness, reduce stigma, and engage in peer support. Content creators focusing on their lived experience as ostomates help to share information and resources, provide support, and even advocate for ostomates within the United States. The authors then describe how strategic health campaigns and organizational responses should consider incorporating more individual and grassroots approaches into their efforts to boost interaction, engagement, and health equity.