Everyone is familiar with the stereotype that men are really bad at preventative health. Hell, I just had my first physical exam in many years, and that was only brought on by a combination of turning 40 and having a scary family history. So I assume that is the rationale behind the shock tactics employed by The U.S. Department of Health and Human Services' Agency for Healthcare Research and Quality (AHRQ):
Will it work? Probably not on the men who are the worst offenders. Attempts to shame have a habit of backfiring in social marketing because they push the brain into defensive processing (otherwise known as "denial").
This campaign was launched on Father's Day, too. Ouch.
There are two more commercials you can view on the campaign web site.
I don't see the shaming. There weren't any judgement words used. Maybe I'm missing it. Can you quote the shaming parts?
ReplyDeleteOh, hi Jennifer.
ReplyDeleteOne example is "You won't be around in two years to see him grow up" in the first spot. It is a clear attempt to induce guilt, which is a form of social shaming in my book.
I find it's in the delivery... there does seem to be a 'you're an idiot' implication.
ReplyDeleteI've always thought I had a fairly good family health history. Maybe one of us is a foundling.
ReplyDeleteDiabetes, high blood pressure, cancer...
ReplyDeleteI sure hope it's me, David!