The Potential of Instagram to Reduce Stigmatization of People with Psoriasis: A Randomized Controlled Pilot Study

Psoriasis is a stigmatized skin disease. This randomized controlled trial aimed to evaluate an Instagram based stigma-reduction intervention targeting daily Instagram users aged 18 to 49 years without psoriasis. After stratification for baseline characteristics (t(0)), stigmatization of psoriasis was assessed using a questionnaire and a photo-rating task immediately before (t(1)) and after (t(2)) the intervention and two weeks post-intervention (t(3)). Data from 54 participants, recruited in a university setting and via Instagram, were analysed. For 10 min between t(1) and t(2), the intervention group (n = 26) and the control group (n = 28) scrolled through two different Instagram accounts. Psoriasis-sensitizing content was displayed to the intervention group while beauty-glorifying posts were shown to the control group. Results indicated significantly less Disease-related Misconceptions in the intervention group in comparison to the control group at t(2) (U = 145.50, Z = –3.79, p < 0.001) and at t(3) (U = 177.00, Z = –3.25, p = 0.003). Moreover, the intervention group showed a significant reduction over time in Stereotype Endorsement (F(2, 50) = 13.40, p < 0.001, partial η² = 0.35) and Disease-related Misconceptions (χ(2)(2) = 12.64, p = 0.002). These findings suggest that addressing psoriasis on Instagram has the potential to effectively reduce the related stigmatization. Further studies are necessary to assess the impact of social media on stigmatization concerning psoriasis in more depth. SIGNIFICANCE Individuals affected by psoriasis experience external stigmatization. The aim of this study was to develop and evaluate an Instagram-based intervention to reduce such stigmatization among daily Instagram users (aged 18 to 49 years). A psoriasis-sensitizing Instagram account was created and displayed to individuals assigned to the intervention group. Data from 54 participants measured at three time-points (before, immediately after the intervention, and 2-weeks post-intervention) were used to assess the effectiveness of the intervention. A significant reduction in stigmatization was found for the intervention group regarding Stereotype Endorsement and Disease-related Misconceptions. These findings highlight the potential of Instagram in combating stigmatization.