“A Second Source” is a media literacy and public health campaign aimed at helping people think critically, question misinformation, and recognize how stigma—especially around issues like drug addiction and vaccines—spreads online. We believe that practicing media literacy is a health behavior that can protect individuals and communities from harm.
Through interactive tools and eye-catching stories, we empower users to check their sources, reject stigma, and challenge the systems that benefit from misinformation.
Imagine hearing a wild rumor in high school—like your gym teacher slept with the principal—and then deciding that all gym teachers must be sleeping with their students. Sounds like a ridiculous and unrelated leap, right? Yet that’s the kind of flawed logic behind the return of measles in Ottawa, fueled by declining vaccination rates and viral misinformation. At the core of this issue is a widespread lack of media literacy. Media literacy is the ability to think critically about the information we consume and share—to recognize bias, misinformation, and manipulation in the media. It’s a learned skill, but unlike math or reading, it’s rarely taught. As a result, people are left vulnerable to conspiracy theories, viral lies, and emotionally charged content that bypasses logic. This same lack of critical thinking explains how harmful myths continue to spread—not just about vaccines or the shape of the Earth, but also about drug addiction. For example, media often portrays people who use drugs as criminals or morally weak, rather than individuals struggling with a health condition. Without the skills to question and analyze those narratives, the public ends up believing and reinforcing harmful stereotypes. In this way, the absence of media literacy directly fuels stigma and blocks compassion-based responses like treatment and harm reduction.
Media literacy is more than just a critical-thinking skill—it’s a health behavior, a protective one. It directly influences the choices people make about their well-being and helps shield them from harmful misinformation. Take, for instance, a study published in the Journal of Health Communication which found that people with higher media literacy were significantly less likely to misuse substances like alcohol and tobacco. This shows that when people can critically evaluate the messages they encounter, they make healthier choices (Jeong, Cho, & Hwang, 2012). Similarly, improving media literacy has been linked to increased confidence in vaccines, helping combat misinformation that drives vaccine hesitancy. When people know how to spot biased or false information, they’re better equipped to protect themselves and their communities—much like practicing good hygiene or exercising regularly. Without these skills, individuals are more vulnerable not only to health misinformation but also to stigma around issues like drug addiction and mental health, which further harms public health outcomes. Beyond individual health decisions, media literacy also plays a key role in reducing stigma around drug addiction. Media often portrays addiction through a lens of moral failure or criminality, fueling public misunderstanding and fear. But when people develop media literacy skills, they learn to question these biased narratives and recognize addiction as a complex health issue rather than a character flaw. This shift in perspective can lead to greater empathy, support for treatment-based approaches, and ultimately better health outcomes for those affected. When people know how to spot biased or false information, they’re better equipped to protect themselves and their communities—much like practicing good hygiene or exercising regularly. Without these skills, individuals remain vulnerable not only to health misinformation but also to harmful stigmas that hinder effective public health responses.
Addiction is a chronic, relapsing medical condition characterized by compulsive substance use despite harmful consequences. It affects brain function and behavior, often involving complex interactions between genetics, environment, trauma, and mental health. Despite being recognized by major medical organizations as a treatable health disorder, addiction continues to carry a heavy stigma that frames it as a moral failure or personal weakness. This stigma doesn’t just shape public opinion—it actively discourages people from seeking help, reduces support for harm-reduction policies, and fuels discrimination in healthcare settings. Anti-stigma, then, becomes a critical health behavior: it involves challenging harmful stereotypes, using nonjudgmental language, and promoting accurate, compassionate understanding of addiction. Just like washing hands reduces the spread of disease, practicing anti-stigma helps create an environment where people feel safe seeking treatment, and where communities are more likely to support evidence-based solutions rather than punitive responses. Reducing stigma isn’t just about being kind—it’s a public health strategy that can save lives.
Addiction doesn’t just emerge from individual choices—it’s often manufactured and reinforced by both systemic failures and media narratives. The system creates the conditions for addiction through poverty, racial discrimination, lack of access to healthcare, underfunded mental health services, and punitive drug policies. At the same time, the media often reinforces these structural harms by portraying addiction as a moral failing rather than a public health issue. Instead of showing the trauma, neglect, or systemic racism that underlie substance use, the media tends to spotlight extreme cases or criminal behavior, shaping public perception through fear and stigma. This distorted narrative doesn’t just influence public opinion—it affects policy, encourages punishment over treatment, and keeps people from seeking help. In this way, the system builds the trap, and the media hides the door. Media literacy is essential to breaking this cycle. When people are able to question what they see and recognize manipulation, they’re less likely to accept biased coverage and more likely to support evidence-based solutions like harm reduction and recovery programs. Anti-stigma becomes a health behavior too—by choosing to see addiction as a complex issue shaped by larger forces, we begin to hold systems accountable instead of just blaming individuals.