Joseph Sugarman’s anti-smoking ad opened with shock:

“SMOKING SHOCKER! 90.4% of smokers die of lung or throat cancer.”

Then pivoted to hope:

“Quitting is Now as Easy as Drinking Water”

The formula:

• Acknowledge the fear
• Offer the solution
• Make it feel achievable

Fear alone paralyses. Hope alone lacks urgency.

Together, they create action.

This two-step approach appears throughout the most successful health and wellness campaigns.

First the problem. Then the promise. Always in that order.