# Social Fearvertising Using fear to drive social concern among consumers. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Mar 25, 2012, updated Mar 27, 2012 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/social-fearvertising ## Key Figures - Trend score: 3.4/10 - Evidence articles: 7 ## What is the Social Fearvertising trend? **Social Fearvertising:** Self fearvertising is often used by marketers to convince consumers to buy products so they can alleviate their fears of turning into unwanted versions of their future selves -- for example, the fear of becoming someone who is overweight, bald or a bad parent. Now, social cause marketers are turning to social fearvertising, in which the fear elicited is not fear for oneself, but rather fear for others. This naturally draws upon feelings of guilt, which in turn persuades consumers to notice or take action about some particular social cause or issue. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 4 to Mar 24, 2012 - Published: Mar 25, 2012 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Social Fearvertising trend ### Social Fearvertising Social cause marketers are turning to social fearvertising, which elicits fear for others and promotes social awareness or action. ### Activism via Social Media Campaigns like Kony 2012 heavily rely on social media, showing a new wave of activism reaching much larger audiences. ### Vigilance Advertising Campaigns like City of Vancouver People are Fragile aim to increase vigilance and promote the importance of safety over convenience. ## What the Social Fearvertising trend means for industry ### For Marketing The rise of fearvertising highlights a shift in marketing, and further opportunities lie in campaigns aimed at social causes or activism. ### For Nonprofit Ads and campaigns promoting social causes present opportunities for nonprofits to create awareness and promote action or donation. ### For Healthcare Vigilance advertising can be directed at healthcare, urging patients to also take responsibility for their own safety. ## Trend signals for Social Fearvertising Trend score 3.4 out of 10, from popularity 44%, activity 49%, freshness 8%. - Popularity: 44% - Activity: 49% - Freshness: 8% ## Examples of the Social Fearvertising trend 7 featured examples from Mar 4 to Mar 24, 2012. - [Roadkill Canine Ads](https://www.trendhunter.com/trends/abandoned-animals-dead-dogs): Society for Abandoned Animals 'Dead Dogs' Campaign Takes it to the Streets (Category: Marketing) Implication: Opportunity for advertising agencies to create innovative and attention-grabbing campaigns for their clients. - [Supercharged Social Media Activism](https://www.trendhunter.com/trends/kony): The Kony 2012 Video Looks to Save "Invisible Children" (Category: Pop Culture) Implication: Innovative approaches to utilizing social media and viral videos to raise awareness and funding for charitable causes. - [Unwelcoming Womanhood Ads](https://www.trendhunter.com/trends/kirira-foundation-campaign): The Kirira Foundation Campaign Depicts Women as Stony Statues (Category: Naughty) Implication: Disruptive innovation opportunity: Leverage technology and creative strategies to drive progress and create positive social change in areas such as women's rights. - [Porcelain Pedestrian Ads](https://www.trendhunter.com/trends/city-of-vancouver-people-are-fragile): The City of Vancouver People are Fragile Campaign Promotes Safe Crossings (Category: Marketing) Implication: Disruptive innovation opportunity: Developing innovative ad campaigns that effectively communicate important safety messages and promote social responsibility. - [Fading Youth Ads](https://www.trendhunter.com/trends/prince-s-trust-campaign): The Prince's Trust Campaign Helps Young Adults Get Jobs and Training (Category: Marketing) Implication: Disruptive innovation opportunity: Leveraging augmented reality in advertising campaigns to create interactive and engaging experiences for young adults, raising awareness on impo… - [Alleyway Attack Ads](https://www.trendhunter.com/trends/world-asthma-foundation-campaign): The World Asthma Foundation Campaign Shows That the Disease Can Hit Anytime (Category: Marketing) Implication: Opportunity for healthcare providers to develop personalized asthma management plans and technologies. - [Hospitalized Politician Ads](https://www.trendhunter.com/trends/admd-campaign): The ADMD Campaign Urges the French Government to Embrace Euthanasia (Category: Lifestyle) Implication: Disruptive innovation opportunity: Implementing technology-driven solutions that improve pain management and enhance the quality of end-of-life experiences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)