Download the PDF: "Is fear an effective driver of behaviour change?"

Natalie Seebeck explains that applying fear-based models in communications can be effective, if the right components are used in the right way.


Today, fear appeals remain a popular technique for creative agencies, researchers, interventionists, and policy makers to reduce a number of risky, yet modifiable, health related behaviours.

Despite caution from some researchers, Client Lead Natalie Seebeck explains that applying fear-based models, specifically Protection Motivation Theory (PMT) and the Extended Parallel Processing Model (EPPM), in communications can be effective, if the right components are used in the right way.

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