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Are public health ads worth the price? Not if they’re all about fear Marketing experts say public health advertising often falls short because it incites people’s worst fears rather than providing clear steps viewers can take to save lives. Written By: Eric Berger / Kaiser Health News | 5:00 am, Jan. 24, 2021 × Missouri’s mental health department and the Missouri Institute of Mental Health at the University of Missouri-St. Louis convened focus groups with drug users and their families, and used their words on billboards for the NoMODeaths campaign. Rachel Winogra...

Assessing the effectiveness of public health ads Public health advertising that incites fear is often less effective than messaging that provides clear steps about staying healthy and saving lives, according to experts. In a January 19, 2021 Kaiser Health News article, several experts discussed possible approaches for campaigns aimed at curbing the coronavirus pandemic by promoting behavior such as wearing masks, not gathering in large groups, and getting vaccinated. Public health ads can backfire if they provoke “defensive responses,” several experts agreed. Ads that show diseased lungs ...