Fear-based message strategies are powerful yet difficult to implement. In addition, ads that scare the consumer into action tend to have limited application, since few product categories are well suited to messages that invoke fear. However, these fear-based ads can often backfire, as it did in the Nationwide commercial about partnering for safe spaces for kids at home. Do you think that fear-based ads are ethical? There are a lot of arguments against them like it can be triggering to some that have suffered traumatic events. But, in some cases, it might be important to raise awareness against such issues as domestic violence or mental health resources.