There you go ! Guilt and shame messages do not work with focus
groups (heard it only a
week ago by a communication specialist at a convention of physicians
specialized in public health). Messages about
responsability to others do better, because they appeal to intelligence
and positive behaviors. Messages acknowledging the difficulties of the
desired behavior and offering helpful hints and general support also work
better. But, without support from society (laws, and also social values),
publicity has a limited impact.

Louise Denhez, M.D., M.P.H
Chargee d'enseignement clinique
Departement de medecine sociale et preventive