This comes straight from a Guardian article headlined: “Why charities should abandon shock advertising.”

“Instead of using shock advertising to provoke negative emotions such as outrage and anger in an attempt to motivate the public to donate and get involved, why not create campaigns that spark positive emotions in people such as hope, compassion and generosity? Even a subtle shift to affirming the positive can have a powerful effect on donors. The UK’s Prostate Cancer Charity discovered this when they held an initiative to gauge the reaction of donors to negative and positive appeal letters. Donors who received the positive appeal letters made donations worth 45 percent more on average.”

As the article goes on to state, “Done right, positive campaigns build goodwill, generate conversation and galvanise the layperson to take action.” So all you advertisers and other influencers out there, use the power of positive appeal!