Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Jo Arden, strategist and Campaign contributor, on why hope and humor make messages stick
Dec 17, 2025
Jo Arden, Chief Strategy Officer at AMV BBDO, shares insights from her impactful career in public health and brand strategy. She highlights how hope and humor can enhance messaging, using the successful Stoptober campaign as a prime example. Discussion revolves around emotional resonance and the effectiveness of celebrity messengers in health campaigns. Jo emphasizes the power of positive communication to counter stigma and engage audiences, along with practical advice for marketers to trust their instincts in crafting messages.
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Childhood Ad Sparked A Career
- Jo Arden remembers a 1970s UK stop-smoking ad that emotionally shifted her view as a child.
- That childhood experience later motivated her to work on stop-smoking campaigns as an adult.
Hope Over Fear Moves More People
- Stoptober shifted public-health messaging by leaning heavily on hope instead of fear.
- The campaign combined simplicity with emotional uplift to motivate real quitting behavior.
Run A Timebound, Milestone-Based Push
- Use a time-limited, shared challenge to boost participation and build momentum.
- Structure the goal into short milestones so people gain early wins and stick with the behavior.