Are Fear-Based Vaccine Ads: A Cunning Strategy or Ethical Manipulation?

In a world where fear sells faster than hotcakes, it’s no surprise that fear-based vaccine ads have taken center stage. Because who needs transparency and accurate information when you can tap into people’s deepest insecurities, right? Let’s all revel in the delightful irony of using fear to promote health while conveniently ignoring the ethical implications. Remember, folks, nothing says “informed decision-making” like being guilt-tripped into protecting yourself against potential harm. Bravo, fear-mongering advertisers, bravo.

In recent revelations, the Brown Communications Group, responsible for COVID-19 vaccine advertisements commissioned by Saskatchewan’s Ministry of Health, has acknowledged leveraging people’s underlying fear to promote the novel injections. This article delves into the controversial strategy employed by the agency and explores the broader context of fear-based advertising within the Canadian government’s vaccination campaign.

The Challenge: Convincing the Reluctant

Brown Communications Group identified a significant portion of 18-39-year-olds who were hesitant to receive the COVID-19 vaccine. Understanding that appealing solely to altruism or the greater good would not be effective, the agency sought alternative methods to encourage vaccination among this demographic.

Our Solution: Tapping into the Fear of Missing Out

Recognizing the potential impact of a person’s vaccination status on their social life, travel plans, and entertainment, Brown Communications Group strategized to tap into people’s fear of missing out (FOMO). They aimed to utilize this base fear as a motivation for individuals to get vaccinated.

The Work: Leveraging Fear in Advertisements

To implement their strategy, the agency produced two videos that vividly depicted the consequences of remaining unvaccinated. One video portrayed a tailgate party of Saskatchewan Roughrider football fans, while the other showcased a house party. Both videos featured a comically sad unvaccinated person being excluded from the festivities, emphasizing the potential social repercussions of vaccine hesitancy.

Additionally, a visually captivating and exaggerated video served as the foundation for various static ads, distributed across platforms such as Facebook and billboards. The agency’s media team employed a comprehensive approach to ensure broad coverage and reach throughout Saskatchewan.

The Deceptive Approach: A Wider Pattern

While the use of fear-based tactics to coerce individuals into receiving a potentially harmful experimental injection is concerning, it is not an isolated incident within the Canadian government’s vaccination campaign. Recent revelations have highlighted the government’s deceptive approach to promoting the jabs, indicating a broader pattern.

A secret 2021 memo from Trudeau’s Privy Council Office surfaced, revealing that the government was aware of adverse effects following immunization. Instead of transparently addressing these concerns, the memo outlined strategies to manipulate communication and statistics to maximize public confidence in the government’s COVID regulatory regime.

The memo suggested using wordplay to downplay the frequency of adverse events, such as stating the chances of a particular injury as “one in a million” rather than acknowledging its occurrence five times. This deliberate manipulation of statistics raises questions about the government’s commitment to providing accurate information to the public.

Unveiling the Reality: Adverse Event Reports

Despite the government’s insistence on vaccine uptake, the Public Health Agency of Canada’s own database reveals a significant number of serious adverse event reports following immunization. More than 10,000 such reports, including 442 cases of death, have been filed.

These figures underscore the importance of transparency and informed decision-making when it comes to vaccinations. Individuals deserve access to accurate information about potential risks and benefits to make informed choices regarding their health.


The Brown Communications Group’s use of fear-based COVID-19 vaccine advertisements, aimed at exploiting people’s fear of missing out, raises ethical concerns. When such strategies are employed, it is crucial to maintain transparency and provide accurate information to the public. The Canadian government’s broader pattern of deceptive promotion and manipulation of statistics further erodes public trust. In the pursuit of public health, it is essential to prioritize open dialogue, unbiased communication, and respect for individual autonomy in decision-making regarding vaccines.

SHARE this Post with a Friend!

Leave a Reply

Your email address will not be published. Required fields are marked *