Several health behavior theories (e.g., extended parallel process model [Witte & Allen, 2000], protection motivation theory [Maddux & Rogers, 1983], health belief model [Becker, 1974]) identify fear as a potential influencer of change.Witte and Allen’s (2000) work is the most commonly accepted evidence on fear appeals to date. While these types of messages are commonly used in political, public health and commercial advertising campaigns (e.g., smoking will kill you, Candidate A will destroy the economy), their use is controversial as academics continue to debate their effectiveness Although less prevalent than fear appeals, humor appeals do appear with some regularity in tobacco prevention campaigns. Of Fear Appeals in Health Promotion Campaigns Introduction. The green movement, centered on global health, ecology and human rights, is a virtually ... ings will provide advertising sponsors with guidelines for considering the use of fear appeals in green advertising campaigns. Supported by evidence-based reasoning about motivating behavior change and deterrence [2], these campaigns intentionally present disturbing images and narratives designed to arouse fear, regret and … Health communications often present graphic, threat-based representations of the potential consequences of health-risk behaviours. The piece on “Ethical Considerations on the Use of Fear in Public Health Campaigns” offers an in-depth analysis of the ethical pro and cons of fear-based public health campaigns seeking to change people’s behaviors and life styles to prevent or limit morbidity and mortality. Fear appeals are a polarizing issue, with proponents confident in their efficacy and opponents confident that they backfire. Over the years there has been much written about the effectiveness of fear appeals as a social marketing exercise. Fear arousal is widely used in persuasive campaigns and behavioral change interventions.Yet, experimental evidence argues against the use of threatening health information. 3 Recent research on smoking prevention videos on YouTube also found both humor and fear appeals to be viewed more often than social appeals. Much of the research has been directed at establishing the relevant variables in both the target of the message, as well as the message itself. These ‘threat appeals’ feature prominently in public health campaigns, but their use is controversial, with studies investigating their efficacy reporting inconsistent, and often negative, findings. The authors reviewed the current state of empirical evidence on the effectiveness of fear appeals. The efficacy and ethics of fear campaigns are enduring, almost perennial debates in public health which re-emerge with whack-a-mole frequency, eloquently chronicled by Fairchild et al [1]. Strong fear appeals are not only thought provoking but also effective in producing positive health effects and behaviors. Fear appeals have been predominantly studied in the context of education, marketing, and health awareness campaigns, with the intent to alter intentions and motivate individuals to act on a message.

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