If you want to get people to change their behavior, don't tell them they're stupid, ignorant, fat and going to die, as the Physicians Committee for Responsible Medicine is planning to do.
The objective of this billboard is to convince the people of Green Bay, Wisconsin (it's scheduled to be installed on the main route to Lambeau Field) to reduce their cheese consumption.
The problem is, the head of PCRM thinks Wisconsinites are ignorant as evidenced by this statement: "People have really no idea that cheese can cause what makes them fat and what makes their children fat," said Dr. Neal Barnard.
We know. Cheese, like just about every other food, when eaten to excess can make us fat. Some of us choose to indulge in moderation. Others not so much. But you're not going to alter that behavior by vilifying something they love, something so fundamental to the culture, something so damn delicious.
"We know what's best for you" never works in cause marketing. Especially when there's little truth behind the message.