CHIPPEWA COUNTY, WI – As Chippewa County recognizes International Overdose Awareness Day on August 31, a message of hope, compassion and recovery is expanding across the county with three new billboards encouraging residents to “Think Outside the Stigma.”
The new billboards will be located at:
Hwy 29/Hwy 40 in Elk Mound
Hwy 53/Hwy 40 in Bloomer
Hwy 27 in Cornell

These join the campaign’s two original billboards at Hwy 27 in Cadott and Hwy 53/County Hwy OO in Lake Hallie, bringing the message to communities throughout Chippewa County.
International Overdose Awareness Day is an opportunity to remember those lost to overdose, support families and communities affected by substance use, increase awareness of overdose prevention, and reduce stigma.
A Message Created from Lived Experience
The “Think Outside the Stigma” billboard is more than an awareness message. Its design was created by a participant in the Chippewa County Recovery Court program, drawing inspiration from their own experiences with stigma, violence, substance use disorder, and mental health challenges.
For the artist, creating art has become an outlet for sharing their story, finding strength and offering hope to others who may be facing similar experiences. Their journey also demonstrates the importance of providing people with opportunities to move beyond the circumstances that have shaped their past.
Through Recovery Court and involvement with the Chippewa County Harm Reduction Workgroup, the artist has found opportunities to share their lived experience, contribute to the community and find purpose in recovery.
“Recovery is about more than overcoming substance use,” said JoAnna Bernklau, with Chippewa County Department of Public Health. “It is also about finding connection, rebuilding trust, discovering purpose and having opportunities to contribute. When we support people instead of defining them by their past, we create space for recovery to grow.”
Changing How We See Recovery
Stigma can make it harder for people experiencing substance use disorder to ask for help, seek treatment, or feel connected to their community. The “Think Outside the Stigma” campaign encourages people to see the person beyond their struggles, remember that the past does not define someone’s entire identity, and recognize that recovery is possible.
The campaign is part of a broader county-wide effort to promote harm reduction, reduce stigma, prevent overdose, and strengthen connections to treatment and recovery support.
“This campaign reminds us that recovery is not something that happens in isolation,” said Rose Baier, Criminal Justice Services Director “It happens when people have access to support, connection, resources, and opportunities to find purpose. Every person in our community has a role in creating that environment.”
Chippewa County Recovery Court provides participants with structure, accountability and support as they work toward recovery and a healthier future. The billboard provides a visible reminder of what can happen when individuals are given an opportunity to heal, grow and contribute.
The collaboration between people with lived experience, Recovery Court, Public Health, the Overdose Fatality Review Team, and community partners demonstrate that meaningful change happens when communities work together.
As Chippewa County recognizes Overdose Awareness Day and prepares for Recovery Month in September, residents are encouraged to consider how they can support their neighbors by listening without judgment, learning about substance use disorder, carrying naloxone, connecting someone to resources, or simply reminding someone that they are valued.
Recovery is possible. When a community comes together, people have the opportunity to find hope, purpose and a path forward.
About the “Think Outside the Stigma” Campaign
The “Think Outside the Stigma” campaign builds off the messaging from the “Harm Reduction Saves Lives, Stigma Doesn’t” campaign launched in 2025 and is developed by Chippewa County Department of Public Health and the Chippewa County Overdose Fatality Review Team. It is focused on reducing stigma related to harm reduction and substance use disorder while promoting recovery, compassion and community support. The campaign brings together community partners and individuals with lived experience to encourage a more informed and supportive approach to substance use and recovery. P: 715-726-7900 F: 715-726-7910 health@chippewacountywi.gov chippewacountywi.gov/ccdph 711 N Bridge Street, Rm 121 Chippewa Falls, WI 54729

About the Chippewa County Department of Public Health The Chippewa County Department of Public Health is a Level III accredited agency committed to preventing illness and harm, protecting the public, promoting well-being, and supporting a community where people can live, learn, work, and belong. Guided by the values of access, compassion, collaboration, excellence, stewardship, and sustainability, the department strengthens community health through education, partnership, and responsive public health services, working toward a healthier community where everyone can thrive.