Risk Reminders and the Power of Visual Communication
By Nancy Nuñez and Emiliano Rodriguez Nuesch
In our previous article on commemorations as risk reminders, we explored how when we commemorate a traumatic experience like that of a genocide or a disaster, we acknowledge the pain and suffering endured by those affected, honor the memory of the victims, reflect on the lessons learned, and strive to prevent such atrocities from happening again.
In this article, we examine some visual and impactful examples from around the world to explore how "risk reminders" can be powerful tools to raise awareness about potential risks and their impact.
Road safety: Yellow stars in Argentina
In Argentina, yellow stars painted on the pavement mark the locations of fatal traffic accidents as a constant reminder of road risks. These stars serve as memorials and visual warnings for drivers, reminding them of the deadly consequences of reckless driving or alcohol consumption.
The image shows Ema Cibotti, the mother of Manuel Lischinsky, an 18-year-old student who was hit by a speeding car driven by a 20-year-old intoxicated driver. Manuel was standing in a plaza with two friends, having just returned from a night out. Suddenly, the car jumped onto the sidewalk and sent them flying through the air. Manuel was taken to the hospital emergency room in critical condition, but they couldn’t save him.
A yellow star with Manuel's name marks the spot where he lost his life. Through these markers, victims' families aim not only to honor their memory but also to raise awareness among drivers and pedestrians.
Health: making tobacco risk visible
Health warning campaigns on smoking serve as a powerful example of visual risk reminders in which their visual and psychological impact are significant. In many countries, cigarette packs feature warning images of the devastating effects of tobacco use are designed to evoke disgust and alert users to both immediate and long-term consequences of smoking.
According to the World Health Organization (WHO), health warnings on tobacco packaging—particularly those that combine text and images—are among the most cost-effective and impactful methods for raising public awareness about the severe health risks associated with tobacco use and for reducing consumption.
In exploring the role emotions play in smoking behavior, how effective are these visual warnings? Some research questions that.
A study published in 2019 by Harvard University researchers found that while emotions like disgust are commonly used in health campaigns, sadness might have a more significant effect on behavior. The study suggested that feelings of sadness can intensify addictive behaviors, including smoking, even more than feelings of disgust.
This research suggests that some anti-smoking campaigns might not be working as intended. While shocking images of smoking's harmful effects are meant to scare smokers into quitting, they could unintentionally reinforce addictive behaviors if they evoke emotions like sadness.
Dr. Lerner's findings highlight the importance of understanding emotional responses better. Future health warnings should consider which emotions they trigger, emphasizing that emotional responses, when poorly understood, could undermine the desired effect of reducing smoking behavior.
Given this, the discussion around health warnings is complex. While some warnings, especially graphic images, seem to effectively communicate the dangers of smoking, Lerner's research suggests that not all negative emotions will produce the desired change in behavior. A more creative approach that avoids evoking sadness might be required to better align emotional responses with the goal of smoking prevention.
Railway Safety: the Wadala experiment in India
In Mumbai (India), railway safety is a major concern because many people depend on trains for their daily travel. Overcrowded train stations and the tendency to cross tracks instead of using pedestrian bridges have led to many accidents and fatalities. These frequent deadly incidents highlighted the importance of effective measures in the city.
In 2011, Mumbai's Central Railway launched the Wadala Model, a public awareness campaign aimed at reducing fatalities on railway tracks. The campaign featured a series of striking images depicting a man being crushed by a train, capturing his expression of agony.
The Wadala experiment had a psychological impact on commuters and these images worked at a subconscious level and made them avoid risking their lives by crossing tracks. Serving as risk reminders, the images of a dying man forced commuters to imagine themselves in such situations and stop trespassing, while the warning signs put up by the Central Railway in Mumbai had failed to instill fear.
Beware of dog: a simple risk reminder
At the community level, the familiar "Beware of Dog" signs often displayed on fences in residential areas are another example of risk reminders. Though simple, signs like these show that even a minimal cue can lead passers-by to internalize risk, reminding them to stay alert and avoid potential dangers.
Effective risk reminders, such as the yellow stars for road safety or health warning images on cigarette packs, can act like nudges in the environment for both individuals and communities to consider existing risks. They can convey critical information in both conscious and unconscious ways.
They can also help make public policy programs more effective, by tapping into emotional responses to help people internalize and make more informed decisions.