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.
The Rise of the Experience Brand Marketer
Experience brand marketers focus on selling feelings, memories and milestones rather than tangible products. Leaders like Sydney Zoo and Luna Park use hyper‑personalisation to create multigenerational connections. Content becomes the primary vehicle for repositioning, seasonality, endorsements and relationship building. This...
Why Australian CMOs Are Turning to Academia for Marketing Answers
The Marketing Analytics Symposium Sydney (MASS) returns on 24 February 2026 to bridge the widening gap between academic marketing research and Australian CMOs facing intense budget scrutiny and AI implementation challenges. Professors from UNSW, Goethe, Northwestern and Vienna will present...