Stigma canundermine social cohesion and prompt possible social isolation of groups, whichmight contribute to a situation where the virus is more, not less, likely tospread. This can result in more severe health problems, affecting the emotionalor mental health of stigmatized groups and the communities they live in andthus causing difficulties in controlling the disease outbreak. Stigma hurtseveryone by creating fear or anger towards other people. Stigmatized groups maybe subjected to social avoidance or rejection, denials of healthcare,education, housing or employment, physical abuse or violence. In the current scenario it can drive peopleto hide the illness to avoid discrimination, to hide their recent travelhistory from abroad, prevent them from seeking health care immediately anddiscouraging them from adopting healthy behaviours.
Addressing stigma
Evidenceclearly shows that stigma and fear around communicable diseases hamper theresponse. What works is building trust in reliable health services and advice,adopting the administrative guidelines , showing empathy with those affected,understanding the disease itself, and adopting effective, practical measures sothat people can help keep themselves and their loved ones safe.
How wecommunicate about COVID-19 is critical in supporting people to take effectiveaction to help combat the disease and to avoid fuelling fear and stigma. Anenvironment needs to be created in which the disease and its impact can beaddressed openly, honestly and effectively through press media, social media,television networks including other communication platforms.
Words matter
When talkingabout coronavirus disease, certain words (i.e suspect case, isolation etc.) andlanguage may have a negative meaning for people and fuel stigmatizingattitudes. They can perpetuate existing negative stereotypes or assumptions,strengthen false associations between the disease and other factors, createwidespread fear, or dehumanise those who have the disease. This can drivepeople away from getting screened, tested and quarantined. UNICEF recommends a’people-first’ language that respects and empowers people in all communicationchannels, including the media. Words used in media are especially important,because these will shape the popular language and communication on the newcoronavirus (COVID-19).
Governments,citizens, media, key influencers and communities have an important role to playin preventing and stopping stigma. We all need to be intentional, pragmatic and thoughtful when communicatingon social media and other communication platforms, showing supportive behaviorsaround the new coronavirus disease (COVID-19).
Spreadingthe facts: Stigma can be heightened by insufficient knowledge about how the newcoronavirus disease (COVID-19) is transmitted and treated, and how to preventinfection. In response, prioritise the collection, consolidation anddissemination of accurate community-specific information about affected areas,individual and group vulnerability to COVID-19, treatment options and where toaccess health care and information. Use simple language avoid clinical terms.Social media is useful for reaching a large number of people with health informationat relatively low cost.
Engagingsocial influencers such as religious leaders on prompting reflection aboutpeople who are stigmatized and how to support them, or respected influentialpeople to amplify messages that reduce stigma. The information should be welltargeted and the people who are asked to communicate this information must bepersonally engaged, and geographically and culturally appropriate to theaudiences they seek to influence.
Amplify thevoices, stories of local people who have experienced the new coronavirus(COVID-19) and have recovered or who have supported a loved one throughrecovery to emphasise that most people do recover from COVID-19. Also,implementing a “hero” campaign honouring caretakers and healthcare workers who maybe stigmatized. Community volunteers also play a great role in reducing stigmain communities.
Journalisticreporting which overly focuses on individual behaviour and patients’responsibility for having and “spreading COVID-19” can increase stigma of peoplewho may have the disease. Instead, promote content around basic infectionprevention control measures, symptoms of COVID-19 and when to seek health care.
Communication messages
An”infodemic” of misinformation, misconceptions and rumours is spreading morequickly than the current outbreak of the new coronavirus (COVID-19). Thiscontributes to negative effects including stigmatization and discrimination ofpeople from areas affected by the outbreak. We need collective solidarity andclear, actionable information to support communities and people affected bythis new outbreak. Promoting the importance of prevention, lifesaving actions,early screening, contact tracing and testing are key communication messages.
Conclusion
It is moreimportant now than ever to remain calm, and allow our health workers andauthorities to do exactly what they are trained to do at this time. As Dr.Tedros, the Director- General of World Health Organization said: “This is atime for facts, not fear. This is the time for science, not rumours. This isthe time for solidarity, not stigma.”
Dr. TasadukHussain Itoo works at SMVD Narayana Super Speciality Hospital, Jammu.