... Videos from each country
Social contact is direct and personal contact between people from the general public and people from stigmatised groups, such as people living with dementia and their care partners. This strategy is one of the most effective methods to reduce stigma and discrimination and several studies provide evidence for this approach.1,2
Social contact may work via a virtuous cycle whereby people talking openly about their dementia reduces myths and misconceptions, leading to a reduction in societal stigma, and hence a more supportive environment for more people to disclose their dementia and further break down stigma and discrimination. Indeed social contact tends to be more memorable and long lasting than educational type interventions.
Research suggests that over time people tend to forget facts and figures while the effects of personal stories shared by people with lived experience make long lasting impacts and change in people.
To be effective social contact needs to be more than just putting people together. It should facilitate meaningful opportunities for people living with dementia and their carers to share their experience, create conversations and change minds. The quality of the social contact is more important than the quantity. There are five factors which can facilitate meaningful social contact and which can increase intimacy and potential for friendship while reducing fear3. These include:
Social contact events or activities should aim to reinforce these five elements.
"Together we can stop stigma. Nothing about us without us" Emily Ong
As one’s dementia status is not a visibly apparent characteristic, disclosure or sharing one’s condition is a key factor in any social contact event. Thus, it is also important to facilitate a positive environment which supports the disclosure of one’s dementia and to support people throughout the process from how and what to share but also to make sure they receive support during and after the event and to make sure they are treated with respect.
Social contact may be delivered through live in person events and activities or through online virtual events, film or videos. Although in-person social contact is the most effective method, it may not always be feasible. There is evidence, however, that social contact can also be delivered through virtual events, film or video interviews4. They may also integrate leisure type activities that require teamwork and collaboration among people living with dementia and the general public or other target groups.
There are also other creative examples of running live events such as Human Libraries where people with stigmatised identities can be ‘checked out’ and use conversation and personal experience to disconfirm myths and stereotypes and even facilitate friendship. (https://humanlibrary.org/) Whichever activity is used, it is important that it facilitates dialogue, sharing lived experience and conversation.
References:
1 Al Ramiah A, Hewstone M. Intergroup contact as a tool for reducing, resolving, and preventing intergroup conflict: evidence, limitations, and potential. Am Psychol. 2013 Oct;68(7):527-42. doi: 10.1037/a0032603. PMID: 24128316.
2 National Academies of Sciences, Engineering, and Medicine. (2016). Ending Discrimination Against People with Mental and Substance Use Disorders: The Evidence for Stigma Change. Washington, DC: The National Academies Press. doi: 10.17226/23442
3 Brown, R., & Hewstone, M. (2005). An integrative theory of intergroup contact. Advances in Experimental Social Psychology, 37,255–343. doi:10.1016/S0065-2601(05)37005-5
4 Janoušková, M., Tušková, E., Weissová, A., Trančík, P., Pasz, J., Evans-Lacko, S., & Winkler, P. (2017). Can video interventions be used to effectively destigmatize mental illness among young people? A systematic review. European Psychiatry, 41(1), 1-9. doi:10.1016/j.eurpsy.2016.09.008
Brazil
“I have this joy of my life. I am still as I am”
Indonesia
“Although I have dementia, I do daily activities, such as go to the office, travel with family, go to the mall, or visit relatives. These are things that lift up my mood. Living with dementia is not the end of everything”
India
“Stigma is not only among friends and social community. Even in hospitals... I have noticed many times they are treated as an object, not as an individual.”
Kenya
"It is a major issue in the community that they are neglected. Ageing is also stigmatised."
Jamaica
“Training and the right skill set is one thing but having the right attitude is another thing”
“This [dementia] is not a death sentence... However, you play a very important role in ensuring that this happens.”
Jamaica
"This [dementia] is not a death sentence. People can live as long as ever...however, you play a very important role in ensuring that this happens. "
South Africa
“The people [living with dementia] need to be loved not to be cared for. And then you need to listen to them."
Click chart to view larger version
