The FUDing creative angle: FUD stands for Fear, Uncertainty, and Doubt. Ask consumers if they are confident, feel safe, know all the risks, and they’re likely to begin to feel unconfident and insecure, and will want you to help protect them.

This is not about creating anxiety, it’s about highlighting risks that people can protect themselves from. This approach is often combined with humor, showing people who haven’t protected themselves experiencing an exaggerated version of the risk.