Find answers to frequently asked questions (FAQs) about the Dignity First campaign, below. 

Can't find the answer you're looking for? Email our Policy and Campaigns Team via [email protected]



What is the Dignity First campaign about? 

Our campaign aims to reshape conversations around money and debt. By challenging stigma and fostering empathy, we hope to create a more supportive environment for individuals facing financial challenges. You can read our Dignity First Report to learn more about our approach to this campaign. 


Why does language matter in discussions about money and debt? 

Language influences perceptions. Using respectful and inclusive language is key to breaking down barriers, dispelling myths, and creating a more understanding and compassionate society. You can read more about stigma and language in our Dignity First Report.


What is stigmatising language? 

Stigmatising language involves using terms that perpetuate negative perceptions, stereotypes, and judgements, particularly towards individuals facing financial difficulties.


What is person-first language? 

Person-first language emphasises individuals over their circumstances, promoting dignity and reducing stigma. It involves phrasing that puts the person before the condition or situation. 


Why is person-first language important, and how does it contribute to the campaign's goals? 

It's a crucial element in changing the narrative around money and debt. Check out our Dignity First Report for more information about the importance of language and why this formed the foundation of our campaign.


What is a rights-based approach? 

A rights-based approach recognises the fundamental rights of individuals, ensuring their dignity, equality, and fair treatment. In the context of our campaign, it means advocating for language and policies that uphold the rights of those facing money and debt challenges. 


How can I contribute to changing the conversation about money and debt? 

You can contribute by sharing our resources, engaging in open conversations, and challenging misconceptions. To learn more about adopting person-first language in everyday conversations, check out our Dignity First Language Guide and infographic resources here

If you have lived experience of stigma and debt, we invite you to share your story to inspire change and break the silence on stigma. 


I support clients with money and debt concerns, how can I contribute to the campaign goals? 

We encourage you to get involved by sharing our resources and updates, and leading conversations about stigma in money and debt with your colleagues and clients. Ensuring to adopt person-first language in all your communications, internally and externally, you will play a crucial role in shaping public discourse around money and debt. 

If you have first-hand experience of how stigma has affected clients seeking help with money worries, we invite you to share your insights here.


How can organisations support Dignity First? 

Organisations providing financial advice, money advice, financial guidance, or financial products and services are invited to make a commitment to putting the dignity of their clients and consumers first. The ‘Dignity First Commitment is a pledge to adopt person-first language and a rights-based approach when it comes to supporting and communicating with clients and consumers. To read more about the Dignity First Commitment and make the pledge, click here.


What resources does Money Advice Scotland provide to support the cause?

We have a growing set of resources to promote the campaign and raise awareness of the importance of language and stigma in money and debt. We offer a person-first language guide for inclusive conversations, infographic resources for learning, a media guide and toolkit for journalists, and information for creditors to aid adoption of person-first language.