
UNINTENDED EFFECTS OF HEALTH COMMUNICATION CAMPAIGNS
Our health has been brought to the fore at this time of COVID-19. As ministries and organisations build their health communication campaigns, they must be concious of the unintended effects that may support or destroy their behaviour change objectives. Researchers Cho and Salmon (2007) identify some unintended effects of health communication campaigns:

Boomerang effect

This occurs when audiences have the opposite reaction of what persuasive health communication messages promote, thereby increasing the activity rather than changing behavior.
Dissonance effect
The psychological stresses audiences experience when recommended health actions do not align with the actual health actions of audiences. This creates internal conflict within the audience.
Culpability effect
These effects place blame for public health problems on individuals rather than the social environment, which may result in shame for circumstances that are beyond individuals’ control. The environment here is not conducive for a change in behavior.
Enabling effect
Here health communication efforts improve the power of industries or institutions, which may subsequently have an effect on health issues. For example, unintended effects of a designated driver campaign may encourage non-drivers to drink while obscuring other health issues related to drinking, at the same time building the designated driver industry.
Desensitisation effect
Over time, continued exposure to messages about health topics that are emotionally draining may leave audiences feeling indifferent or complacent.

Obfuscation effect
When audiences misunderstand health information, they may use this information as a way to justify unhealthy behaviors or interpret their health risks as lower than they actually are.
Opportunity Cost effect
Occurs when advocates have limited funding and resources to promote health issues.
Varying health issues compete with one another for limited communication resources and coverage. Because of this competition, some health issues are given fewer resources and receive less public attention.
Social Reproduction effect
Occurs when health communication reinforces, rather than reforms, social knowledge, attitudes, and behaviors.
System Activation effect
Other sectors of society, such as policy makers, media, employers, and other organizations, may have a direct or indirect impact on the intended audience. These system activation effects may serve to support the intended goals of the health communication or undermine them.

Epidemic of Apprehension effect
Occurs when continued exposure to risk messages creates an inflated concern about health risks. This over-concern about minimal health risks. may prevent audiences from performing other beneficial health actions.