Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, March 4, 2013

Surfers Against Sewage




This Surfers Against Sewage ad has been created to persuade people to sign the ‘Protect Our Waves’ petition that is aiming to collect 100,000 signatures so that the issue can be raised in the Houses of Parliament.

It employs both the consequences and extreme situation templates described in Goldenberg, Mazursky and Salomon’s paper (1999).  The extreme consequences of not signing the petition are shown. The sea is thick with sewage and litter and there are no waves in sight. The tagline ‘What if the next wave never comes?’ is aimed specifically at surfers who may not have considered the future of surfing if the coastline is not better protected.

Goldenberg, J., Mazursky, D., & Salomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

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