Marketing Magazine (Australia)

Stop Shouting: A Case for a Quieter Honesty in Behaviour Change Campaigns

Erin Moy highlights the New Zealand Herpes Foundation’s campaign as a benchmark for behavior‑change communication, swapping shock tactics for radical honesty, wit, and empathy. The ad dismantles long‑standing stigma around genital herpes by inviting viewers into a relatable conversation rather than scaring them. Moy argues that empathy functions as a sophisticated creative technology, fostering trust and psychological safety essential for lasting change. She warns that overstimulated audiences are increasingly immune to jump‑scare advertising, making authentic storytelling the new competitive edge.