Government and advocacy groups want us all to make healthier and safer choices. Yet, changing undesirable behaviour is notoriously challenging. Why then are fear appeal ads – when done well – such an effective means to jump-start us into action? This episode looks at the ways the Victorian TAC — Transport Accident Commission — leverage fear appeal ads to reduce our road death tolls.

Hosted by journalist Lynne Malcolm for the Melbourne School of Psychological Sciences. Featuring Associate Professor Cassie Hayward and TAC's Head of Road Safety Sam (Samatha) Cockfield. Our production team is: Carly Godden (producer), Amy Bugeja and Mairead Murray (assistant producers), Arch Cuthburtson (sound engineer) and Chris Falk (music).