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This study explored sense of social well-being influences on self-identity and the stigma and discrimination among people living with HIV/AIDS (PLWHA) Informants were 15 PLWHA from a rural background in a South African community (female = 87%, age range = 26 to 64 years; and males = 13%, age range = 55 to 64 years) They completed semi-structured interviews on their lived experiences relating to a sense of social inclusion and belongingness We thematically analysed the data, and interpreted the findings applying Jungian archetypes of the Self, Shadow, and Persona Findings suggest PLWHA's sense of a dominant Shadow to be a barrier to self-acceptance whereas a Persona (mask) was guided by a need to be socially acceptable A positive sense of social well-being among PLWHA is important to their health and well-being. [ABSTRACT FROM AUTHOR]