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 To manage subscriptions/passwords, or view archives, go to http://listserv.yorku.ca/archives/click4hp.html . [log in to unmask] is run in collaboration with Health Nexus: http://www.healthnexus.ca/index_eng.php