North Western Melbourne Primary Health Network (NWMPHN) has launched the Raise It campaign, a new initiative focused on reducing stigma and discrimination faced by people with alcohol and other drug (AOD) challenges. The campaign follows sector-wide consultations showing that stigma is not only found in individual attitudes, but can also be built into organisational practices, regulatory systems, funding structures and broader social narratives.

Raise It highlights how unconscious assumptions and stereotypes can make it harder for people and families to find and access care. The campaign website features short films with health professionals from across Melbourne’s CBD, northern and western suburbs, reflecting on their own experiences, assumptions and lessons from working in the field. A central message is that AOD issues can affect anyone, regardless of income, education, housing situation or social background.

Alongside these personal reflections, the campaign provides practical toolkits and support packages for GPs, pharmacists, nurses, AOD workers and mental health professionals. More resources will be added over time, with the aim of developing the site into a broader hub for primary health care professionals. The campaign is endorsed by several frontline and expert organisations, including the Victorian Alcohol and Drug Association, the Pharmaceutical Society of Australia, the Royal Women’s Hospital, Harm Reduction Victoria, Youth Projects, Orygen and YSAS.

Find more from North Western Melbourne Primary Health Network (Australia, April 2026)