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