You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular, they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals, what would you advise?

Fear appeals are usually most effective when only a moderate amount of fear is induced. The relationship between fear and attitude change is non-monotonic. This means that increasing levels of fear does not result in increased change; the relationship instead resembles an inverted U-shaped curve. If the threat is too great, the audience tends to deny that it exists as a way of rationalizing the danger. It is best to use a moderate amount of fear in the smoking labels.
Fear appeals appear to be most effective when the consumer is already afraid of the problem discussed in the ad. The threats should not be excessive, and a solution to the problem should be presented.