Fear appeals must be carefully considered as they can too-easily backfire
and discourage people from taking in and acting on our messages. And why
spread fear unnecessarily? Our newest case study illustrates an appropriate
and effective use of a fear appeal to lower water consumption in Cape Town
South Africa, as this city of four million people reduced water use enough
to avoid disaster. From Tools of Change, the most extensive,
freely-accessible collection of voluntary behavior change, social marketing
and cbsm case studies available on the web.
https://toolsofchange.com/en/case-studies/detail/735

Cheers, Jay

Jay Kassirer
President, Cullbridge Marketing and Communications
General Manager, Tools of Change
Ottawa, ON Canada
613-224-3800

 


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