Effective Health Information Campaigns to Combat Misperceptions During Disease Outbreaks

Effectiveness of Health Information Campaigns During Disease Outbreaks in Brazil

Introduction

Researchers have studied the effectiveness of health information campaigns aimed at correcting public misconceptions during disease outbreaks in Brazil. Such outbreaks often lead to a rise in misinformation and conspiracy theories, which can hinder public health efforts and result in inappropriate actions by the public.

The Need for Effective Health Campaigns

It is crucial for health information campaigns to effectively address public misperceptions during disease outbreaks. Evaluating their impact is vital. A team from Dartmouth College, USA, assessed the effectiveness of these campaigns concerning myths surrounding the Zika virus and yellow fever in Brazil, with their findings recently published in Science Advances.

Surveying Public Perceptions of Zika Virus

In May 2017, amid the ongoing Zika outbreak, the researchers conducted a face-to-face survey involving over 1,500 participants. The aim was to gauge the prevalence of misperceptions and conspiracy beliefs associated with the Zika virus. The survey covered various topics, including the causes and outcomes of the outbreak, beliefs in conspiracy theories, support for disease control measures, preventive behaviors, and perceived threats from the virus. To maintain neutrality, the survey questions avoided loaded terms like “conspiracy theories” or “misperceptions.”

Online Surveys Testing Health Messages

Following the initial survey, the researchers conducted three online survey experiments. Two of these focused on evaluating the effectiveness of public health messages targeting conspiracy theories and misperceptions about the Zika virus, conducted in 2017 and 2018. A third survey in 2018 assessed public health messages regarding yellow fever, a more common disease in Brazil.

Findings on Zika Virus Misperceptions

The face-to-face survey revealed that while many Brazilians recognized that mosquitoes transmit Zika and that it is not spread through casual contact, only 40% understood that sexual contact can also transmit the virus. Additionally, over 63% believed in the conspiracy theory that genetically modified mosquitoes were responsible for the disease’s spread, and more than 50% attributed the rise in microcephaly cases to pesticides and prenatal vaccinations.

Impact of Corrective Health Information Campaigns

The results from the online survey experiments indicated that health information campaigns aimed at countering conspiracy theories about Zika were largely ineffective, often failing to reduce misperceptions and sometimes even diminishing the accuracy of true beliefs about the disease. In contrast, the corrective information for the more widely known yellow fever was found to be more effective. However, these campaigns did not significantly influence support for disease control policies or the intention to adopt preventative measures.

The Need for Alternative Strategies

Prof. Brendan Nyhan, a co-author of the study, noted, “Our results indicate that efforts to correct misperceptions about emerging diseases like Zika may not be as effective as we might hope.” This research offers valuable insights as public health campaigns are developed in response to the COVID-19 pandemic.

Further research is essential to understand the prevalence of conspiracy theories and the best methods for countering misinformation. The authors suggest public health professionals maintain realistic expectations regarding the success of health information campaigns. Alternative strategies that avoid direct confrontation with disease myths, such as promoting educational programs or high-profile public health measures, may be necessary. They conclude that sometimes the most effective way to address misperceptions is to not challenge them directly.

References

1. Carey JM, Chi V, Flynn DJ, et al. The effects of corrective information about disease epidemics and outbreaks: Evidence from Zika and yellow fever in Brazil. Science Advances 2020:6:eaaw7449. Doi:10.1126/sciadv.aaw7449
2. Dartmouth College. Press release 27 Feb 2020. “Lessons learned from addressing myths about Zika and yellow fever outbreaks in Brazil.” https://www.eurekalert.org/pub_releases/2020-02/dc-llf022720.php