European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This case study examines research from a gun safety campaign in Utah demonstrating the limits of risk-based messaging in behavior change interventions. Attendees will learn how risk-focused appeals triggered reactance, while values-based framing increased relevance and behavioral intent. The session offers practical, research-informed strategies social marketers can apply when designing value-aligned interventions on politically and culturally divisive issues.