Too many social marketing ads come across as boring, but the good news is that many of them can be improved with just a bit of work.
Making them easier to read, more interesting and more glamorous can go a long way toward capturing consumer attention. Ads which read like a health warning are not going to be the most attractive way to get your message of behavioral change across.
This is especially true when your target audience is at a lower educational level, because research shows that this population will respond better to visual cues such as visual priming ( the use of before and after photos). Other effective advertising techniques include the display of rewards in testimonial format and a focus on specific rewards in a give time frame.