stigma

"I think there's been a huge stigma with the All Blacks in the past and a lot of teams have built that up," added Dalziel.

"If I can inspire just one person to learn more about the province, I would have helped reduce the stigma by a little."

After a certain point, a willful, proud ignorance masquerading as superior wisdom becomes a social menace and a stigma of poor citizenship.

"It was designed to break the stigma around periods for dads and parents in general," she explains.

Hearing aids, for instance, once carried a social stigma.