Researching campaign messages – wrinkles or cancer?

June 11, 2010 at 1:07 pm Leave a comment

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.

intelligent measurement