By constructing of what seems to be drug users with hallowed out features, holes in their arms, and ragged clothing the illustrator is setting the image up to see these people as something straight out of the TV show "the walking dead." Elements such as needles, emptied out bottles labeled "drugs" , and a fallen over trashcan on the ground. To the surrounding objects such as the American flag and worn down buildings, all of which lead to the assumption that this is a poor or marginalized area in America. Lastly, the choice of dialogue seals the image with short but impactful words. As the child innocently, but mistakenly refers to the people as zombies, the father solidifies this mistaken judgment as he looks at them in disgust and horror. This also signifies how many of our stigmas and stereotypes are learned from a young age, that influence our judgement later on in life.

"What we say matters" being the beginning of the title sends the message that when dealing with those that deal with substance abuse, choice of vocabulary is important. Lastly, as we see this guide on language, the words prior to the arrow are somewhat harsh and are often associated with negative things. Such as the word "addict", and "dirty". Sensitivity towards the situation also plays a major role as many of the words after the arrows include "a person" and more positive affirmations.

Beginning the video with the definition of the word stigma as "a mark of shame and embarrassment connected to a personality trait, quality, or behavior" helps the audience first gain a grasp of what this is. As the narrator furthers the conversation, he talks about the aspect of structural stigma and how it further marginalizes a group of people that need help the most. Another topic that is discussed is how most drug users are stigmatized twice, once as a drug user and second as a criminal; because of our society's heavy association with the two subjects.

Often it is hard for those to understand an issue because it has not personally affected them. This video adheres to that issue as they bring in multiple people to tell their stories of being stigmatized amongst their own community and family. Addressing issues such as negative association and lack of support it helps to put yourself into their shoes and recognize why stigma is so harmful.

One of his main takeaways in this Op-ed is "understanding that addiction is not a choice but a neurobiological condition, essentially a brain disease.." as he uses stats to back up his main idea that most of this activity occurs during college. To further emphasize the role that stigma plays, he writes that "A student does not have to be partying every night or failing classes in order to become an addict. They just need to take one pill or one drink to trigger the onset of the disease..." To address the stigma that people who struggle with substance abuse, are just simply making poor decisions is very relevant to our society now.

With 71% of participants reporting some form of enacted stigma with health care workers, it shows how terrible it is for those who need help the most, to receive it. By including statistical information and conclusions to follow up show how it is not only a problem of today, but has been a problem as history of similar occurrences have been reported but never fully addressed within the health care system.