The limitations of fear messages

Abstract

First paragraph: Anyone who doesn't believe that fear messages can change behaviour should try going into a crowded theatre and shouting "FIRE!" Certainly, such messages have served tobacco control well over the last 50 years. Even a casual glance at prevalence trends demonstrates the impact of the major revelations about smoking and ill health. The power of warnings is enhanced with evocative creative executions, provided the resulting fear does not overwhelm the audience, and adequate support with quitting is offered. The recent Australian campaign demonstrates the potential of this approach