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.