Our knowledge of dementia stigma is still fairly limited, especially in comparison to stigma relating to mental illnesses. This chapter surveys existing scholarship and explores the historical roots of the concept of stigma and of the way different conceptions (biomedical, biopsychosocial, sociocultural and relational) of dementia generate and/or address stigma. It further identifies language, media and sociocultural structures as mechanisms that perpetuate public dementia stigma, before it turns to a number of domains in which dementia stigma can be addressed. In the domain of literature, destigmatizing efforts have attempted to generate empathy, an appreciation of complexity and insight into the condition of people living with dementia. Apart from contact-based and educational interventions, the chapter asserts that it is especially the development of 'counter-frames' that has the potential to unsettle negative perceptions of dementia. The chapter concludes by recognizing a number of methodological, conceptual and strategic challenges that complicate our evaluation of such strategies, or indeed our understanding of the complex phenomenon of dementia stigma itself.