Make the audience feel mildly guilty for NOT using the product or taking the action.
"What are they neglecting by not choosing us?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What are they neglecting by not choosing us?"
Frames inaction as failing a friend—you're guilty if you let them drive—then urges simple intervention (take keys, call a ride).
Makes people feel guilty for treating water as free/guaranteed while kids lack it, then turns guilt into a small, immediate donation.
Uses kids mirroring adult concern to provoke guilt in smokers—'you know it's wrong'—then provides a quit path.
