Photos and Videos of Overdose Victims Increases Stigma

November 22, 2016

Police officers and other first responders across the country are on the frontlines of the opioid epidemic. In some communities, they encounter someone who has overdosed on heroin or other drugs every day.

They also see the emotional devastation that addiction has on children and families. Since most law enforcement professionals realize they can’t arrest their way out of the problem, they’ve started turning to a new tool at their disposal: social media.

In the latest viral video on social media, the Grant County Sheriff’s Office and other first responders partnered with Williamstown, Kentucky, citizens to replicate the aftermath of an overdose using a unique take on the mannequin challenge.

The video’s creator said the goal of “The Worst Outcome Mannequin Challenge” video was to raise awareness about heroin addiction. But sharing videos or pictures of someone at their lowest moment raises the wrong kind of awareness.

Photos and videos of people who have overdosed evoke shame and decrease the likelihood that people with substance use disorders will seek treatment. These images also cause the public to perceive people with addiction as negative, immoral or criminal — as evidenced by many of the comments on the social media posts.

When it comes to helping people seek treatment, years of research proves that scare tactics don’t work.

A 2015 study published in Social Science & Medicine found that portrayals of people with untreated symptoms of heroin addiction caused increasingly negative public attitudes toward people with addiction. But portrayals of people in recovery from addiction decreased stigma, reduced discrimination against people with mental health conditions and led to a greater belief that treatment could be effective.

Even subtle cues can cause shame. A 2013 study of people in recovery from alcoholism found that when they receive nonverbal displays of shame, they have an increased likelihood of relapse.

Social media posts aren’t subtle. They’re straight to the point and shared thousands of times for the entire world to see.

We Don’t Treat Other Diseases This Way

In a recent column, the president and CEO of the National Center on Addiction and Substance Abuse, Dr. Samuel Ball, described a scenario in which an overweight mother passed out on a train with symptoms of diabetic shock while her child stood by crying.

Diabetes is a chronic disease like addiction, and people with diabetes relapse, or don’t adhere to medical requirements, 30 to 50 percent of the time. People with substance use disorders relapse 40 to 60 percent of the time, according to the National Institute on Drug Abuse.

The relapse rates are similar, but police probably wouldn’t take a photo of that hypothetical obese mother and share it on social media to raise awareness for diabetes. We don’t treat addiction the same way because the public often views addiction as a moral failing, despite a wealth of scientific research that proves it’s a disease.

“The general public still dismisses these facts and blames the victim,” Ball wrote. “The reality is that expecting sick people to change by judging, shaming, arresting, or admonishing them rarely works and sometimes worsens their condition.”

Instead of snapping a photo of the victims, first responders should be rushing to administer overdose-reversal medications, such as naloxone. Instead of sharing on social media, they should be counseling the person recovering from the overdose and referring them to treatment.

Most police departments, sheriff’s offices, fire departments and other emergency responders do that every day. They’ve saved thousands of lives by administering naloxone, but they don’t get the media attention or the social media response that overdose photos get. They should.

Media Contributes to the Problem

National and local media pick up the viral stories of overdose victims because they generate attention. The stories attract readers and social media engagement. Addiction is a newsworthy topic, and it should be covered.

But most media reports of viral posts do little to motivate people with addiction to seek treatment. The coverage focuses on the negatives of the person who overdosed, the dangers to a nearby child and the frustration of police officers.

So many posts of overdose victims have gone viral and received media coverage that Poynter, a leading educator for journalists, produced guidelines for covering drug addiction.

Without that information, reporters are doing little to alleviate the problem, and they have the potential to make it worse. They’re showing people with substance use disorders the impact of their disease without giving them a way to recover from it.

What First Responders Should Be Doing

There is no doubt that first responders who share overdose photos and videos have good intentions. They signed up for their jobs to help people, and they surely believe that raising awareness can help solve the problem. They’re trying to prevent overdoses from happening instead of treating the symptoms of drug abuse after it occurs.

There is a better way to do it.

In Gloucester, Massachusetts, Police Chief Leonard Campanello ordered his officers to stop treating people with substance use disorders like criminals. He said they wouldn’t be charged with possession of drugs if they enrolled in treatment.

Additionally, anyone can walk into the Gloucester Police Department and seek help for addiction. They’ll be introduced to a volunteer called an “Angel” who will guide them through the process to get treatment.

Within three months of creating the program in 2015, 145 people sought treatment through the police department.

In May of 2016, fire stations in Manchester, New Hampshire began a “Safe Station” program that allowed people with addiction to walk in, get rid of drug paraphernalia and find recovery resources at any time of day.

When someone enters the station looking for help, firefighters check their vital signs before connecting them with a recovery coach at a local treatment facility. In four months, 370 people visited Manchester fire stations to seek help.

More than 100 police departments have replicated Gloucester’s program, and numerous fire departments have begun taking similar approaches.

Raising awareness about the impact of addiction can help motivate the public to develop recovery resources, but shaming people can have the opposite outcome. Don’t share that post of overdose victims on social media. Post information about the science of addiction, resources in your community or ways to reduce stigma instead.

Medical Disclaimer: DrugRehab.com aims to improve the quality of life for people struggling with a substance use or mental health disorder with fact-based content about the nature of behavioral health conditions, treatment options and their related outcomes. We publish material that is researched, cited, edited and reviewed by licensed medical professionals. The information we provide is not intended to be a substitute for professional medical advice, diagnosis or treatment. It should not be used in place of the advice of your physician or other qualified healthcare provider.

View Sources

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• Casey, M. (2016, May 5). Manchester fire stations to become safe house for addicts. Retrieved from https://www.bostonglobe.com/metro/2016/05/04/manchester-fire-stations-become-safe-house-for-addicts/qQ1ER03QnUc29G2TuLICxM/story.html
• Cunningham, L. (2016, November 21). 'Mannequin Challenge' featuring Grant County Sheriff's Office tackles the area's heroin epidemic. Retrieved from http://www.wcpo.com/news/local-news/grant-county/mannequin-challenge-featuring-grant-co-sheriffs-office-tackles-the-areas-herion-epidemic
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• Russel, E. (2015, September 14). Can Gloucester’s radical drug-crisis strategy work for Maine? Retrieved from http://www.pressherald.com/2015/09/13/can-gloucesters-radical-drug-crisis-model-for-maine/
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