Researching campaign messages - wrinkles or cancer?

Here is a fascinating study – and story – about message effectiveness of campaigns.

For years, campaigns against excessive use of sunbeds (pictured above) – which are used to tan your skin – have focused their messages  on the fact that excessive use can cause skin cancer.

Now a study from Northwestern University (USA) has found that the most persuasive message for young women is not the risk of cancer  – but the risk of getting wrinkles.

It is an interesting example of where testing messages on the intended audiences can really help to determine the most effective message for a given group.

Read more about the study here>>

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