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How is stigma like air pollution? Why should you care? This presentation will Ignite our creative thinking to look squarely at how much societal stigmatization of mental illness affects programs, staff, and most importantly clients’ empowerment, choices, and recovery. It will spark our resolve not just to reduce stigma in our social environments but to help each other reject its messages, resist its influences, and maximize resilience rather than waiting to dig out from under its burdens. And it will answer the question of how a new inhaler device is like crafting a good prevention program.