The debate continues. Do social marketing campaigns using fear-based messaging have a positive or negative impact on behavior? I was recently struck by a message supported by the Colorado Meth Project that brought this question up for me once again.
There are solid arguments for both sides and I respect each of them … but done right, with a messaging and tactical strategy that addresses emotion, self-efficacy and susceptibility … I take the side of these compelling campaigns.
The Meth Project reports significant results on measurable societal outcomes in the originating state of Montana. It is a “proven, research-based campaign was developed by experts from across the nation. Millions of dollars have been invested in market research, message development, survey methodologies, testing, and advertising production.”
This campaign has been top of mind for me since I have seen its messages and I am glad that Colorado has joined five other states in their commitment and investment in a project that can have a dramatic impact on our nation’s health.
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