“…Researchers have long attempted to understand the factors that influence the persuasiveness of social marketing and public information communications that advocate changes in pro‐environmental behaviours (Cismaru, Cismaru, Ono, & Nelson, ; Hall & Taplin, ; Kidd, Bekessy, & Garrard, ; Markelj, ; Nelson, Cismaru, Cismaru, & Ono, ; Scharks, ). Studies that have sought to review the content of press coverage and government and NGO social marketing campaigns have observed that such persuasive messages commonly include a fear appeal component that emphasises threat to individuals and/or society (Cismaru et al, ; Kidd et al, ; Nelson et al, ; Scharks, ).…”