Adverse Unintended Effects of Antistigma Campaigns and Intervention Messages: A Typology of Iatrogenic Outcomes Among the General Population and Those With Stigmatized Conditions

Antistigma campaigns and intervention messages have the potential to reduce the harmful stigmatization of various conditions (e.g., HIV/AIDS, mental illness). However, antistigma messages also have the capacity to cause adverse unintended effects. Scholars have long noted this possibility—which is not unique to antistigma efforts—but consideration of adverse unintended outcomes in antistigma campaigns and interventions still lacks necessary attention. We provide a typology of adverse unintended effects to help categorize and catalyze research in this area, aiming to draw additional focus to the issue and aid scholars and practitioners who seek to minimize the likelihood of adverse unintended effects. Our typology categorizes unintended message effects that can negatively influence the general population and those with stigmatized conditions. We provide three broad categories of adverse unintended effects on the general population and three broad categories focused on those with a stigmatized condition, each containing multiple subcategories. Steps for using this typology to minimize adverse unintended effects are provided. We also describe what we hope will become a new normal for antistigma efforts, including equal attention to favorable and adverse outcomes. Critically, our typology is not intended to argue against antistigma messaging, nor is it a condemnation of those who take on the admirable challenge of using messages to improve the plight of those with stigmatized conditions. Instead, we hope the typology assists in minimizing adverse unintended effects so that favorable outcomes can be maximized.