On 1/16/07 6:26 PM, "Diane Wiessinger" <[log in to unmask]> wrote:

> "using the risk-based language with new moms can back fire in the
> sense that it can appear that we're overstating the risks for the sake of
> scaring moms to breastfeed. The social marketing approach, which focuses
> more on the benefits of breastfeeding to mom (much along the lines of the
> other current thread about the emotional joys of breastfeeding), seems to me
> a more effective approach than the focus on potential risks. Even a
> "selfish" mother might be inclined to breastfeed if she understood how much
> easier it could make her life as a mom."
> 
> Risk-based language certainly *can* backfire, and overstating the case doesn't
> work.  But we also need to remember that the formula companies moved heaven
> and earth a couple years ago to change the Ad Council breastfeeding campaign
> from a risk-based message.  Why would they be so desperate to change an
> approach that doesn't work?
> '

As is noted above, exaggerating risk can backfire. And if the entity
delivering the message isn't credible, the risk can be assumed to be
exaggerated even if it isn't. And as you note in response, Diane, marketing
professionals know that although they are tricky to implement and can fail
if done incorrectly, a *properly* executed fear-based appeal can result in
behavior change.

-- Jodine Chase

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