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    • Associate Professor Cassie Hayward

    Convenor of the Master of Applied Psychology, Melbourne School of Psychological Sciences, Faculty of Medicine, Dentistry and Health Sciences, University of Melbourne

    See research profile
    How fear-appeal advertising works thumbnail image

    Health & Medicine

    How fear-appeal advertising works

    The research shows that using fear in advertising can be effective in changing behaviour, but it needs to be done well

    Tackling misconceptions about ovarian cancer thumbnail image

    Health & Medicine

    Tackling misconceptions about ovarian cancer

    New research involving the University of Melbourne shows that many Australian women mistakenly believe that ovarian cancer can be prevented through vaccination.

    Will the “hard-hitting” COVID-19 ads have the desired impact? thumbnail image

    Health & Medicine

    Will the “hard-hitting” COVID-19 ads have the desired impact?

    The COVID-19 advertisements are helping to individualise the impact of the pandemic, but are they are hard-hitting enough to change behaviour?

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