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Stigmatization is common for people with a disability and health problems, and has tremendous negative effects. Mass media play a huge role in shaping our attitudes towards these individuals. The current study tests the assumption that ‘targeted’ media messages (i.e., portrayals of exemplars that match relevant audience characteristics) are more effective in reducing stigmatizing attitudes than unmatched messages. A 2 × 2 × 2 × 2 full-factorial experiment was conducted, in which 498 respondents were presented a print magazine cover that was manipulated with regard to sex congruency (exemplar’s sex congruent vs. non-congruent with recipients’ sex), occupational context (matched vs. unmatched), hierarchy (same vs. superior status), and type of disability (depression vs. paraplegia). Findings indicate only partial support fort our hypotheses. Destigmatizing effects emerged particularly as interactions of recipient-exemplar sex congruency and same hierarchical status. Further results and implications for non-stigmatizing journalism and strategic anti-stigma communication will be discussed.