Fear Campaigns ‘less Effective’ (Press, 30 September 1989)

A study from Canterbury University has revealed that high-fear AIDS campaigns in New Zealand are less effective than neutral educational information and can foster homophobic attitudes. Conducted by Doug Bailey, a policy analyst at the New Zealand State Services Commission, and Professor Ken Strongman, head of psychology at the university, the research involved surveys from 204 university students and 34 individuals attending the STD clinic at Christchurch Hospital. The findings indicated that using fear as a tactic for changing attitudes in public health is not only ill-advised but may also be counterproductive. The study strongly supports the current trend in New Zealand AIDS education, which moves away from the fear-driven narratives exemplified by campaigns like the Grim Reaper. The survey results highlighted a concerning relationship between AIDS awareness and negative attitudes, particularly among young men who predominantly associated AIDS with homosexuality. This association contributed to increased homophobia within this demographic. Nearly 25% of the surveyed participants displayed negative and misguided beliefs regarding individuals living with AIDS and the prevention of the disease. In response to these findings, the Health Department has already begun to reduce the fear factor in its AIDS education initiatives since the era of grim-themed campaigns.

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