{"id":81279,"date":"2026-06-01T03:57:19","date_gmt":"2026-06-01T03:57:19","guid":{"rendered":"https:\/\/english.saigonbiz.com\/vn\/?p=81279"},"modified":"2026-06-01T03:57:19","modified_gmt":"2026-06-01T03:57:19","slug":"it-cant-happen-to-me-how-to-drive-impactful-messaging","status":"publish","type":"post","link":"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/","title":{"rendered":"\u201cIt CAN\u2019T happen to Me!\u201d How to drive impactful messaging"},"content":{"rendered":"

We know life is sometimes a gamble. The news tells us so every day.<\/em><\/p>\n

We don\u2019t doubt the risk; we just assume lightning strikes somewhere else.<\/em><\/p>\n

The \u201cNot Yet\u201d Gap<\/h1>\n

In recent IFM Research, one tension keeps coming back.<\/p>\n

An overwhelming 86% of people without life insurance still call it vital. They know what it is meant to do: guard against health shocks <\/em>(56%) and build a financial base for the family <\/em>(50%).<\/p>\n

<\/p>\n

But one in five still chooses not to buy. One of the reasons is almost simple: \u201cNot needed yet<\/strong>.\u201d<\/p>\n

<\/p>\n

This small truth hides behind a local trait, partially driven by Buddhist fatalism, yet also rooted in the belief that It can\u2019t happen to me! <\/em><\/strong>People accept the facts, agree with the logic, and still believe they will be the exception. This bias, in Vietnam, often sits inside a softer story we tell ourselves. If today is fine, tomorrow can wait.<\/p>\n

Psychology calls this Optimism Bias <\/strong>or \u2018Lucky Lens<\/strong>\u2019. It makes us feel safe while we wait for a storm that we think will never come.<\/p>\n

Hope now becomes a comfort blanket, while risk gets kicked down the road.<\/p>\n

Fear-based communications. Source: Bao Cong Thuong, Nguoi Lao Dong, WildAid, Ministry of Health, Tap Chi Bo Giao Duc<\/em><\/p>\n

For organisations in risk-led categories, when turning up fear through death, disaster, or total loss, the mind rarely leans in. It tunes out. The message stops feeling useful and starts sounding like noise. Fear, used this way, perhaps leads people more to pullback than to action.<\/p>\n

Why Fear Misses the Mark<\/h1>\n

Without question, fear itself still works. The problem is where it lands.<\/p>\n

When risks feel vague, overblown, or far from daily life, they register as someone else\u2019s problem.<\/p>\n

Too rare and distant.<\/p>\n

However, some brands take another path. Instead of shouting, they bring risk closer, into daily habits, familiar excuses, and feelings people already know.<\/p>\n

Stop Kidding Yourself (TAC, Australia) & No Excuses \u2013 Weal Helmet (AIP, Vietnam)<\/h2>\n

‘Stop Kidding Yourself \u2013 When you drink, don\u2019t drive’.<\/em><\/a> Source: Victoria Transport Accident Commission (TAC)<\/em><\/p>\n

The human truth is simple. People do not ignore risk. They talk themselves out of it, leaning on small myths and everyday excuses to stay comfortable with unsafe choices.<\/p>\n

In TAC\u2019s drink-driving campaigns, those excuses are easy to recognise: \u201cI only had a few drinks.\u201d \u201cI drank<\/em><\/p>\n

a lot of water.\u201d <\/em>The danger stays off-screen.<\/p>\n

What seeps in instead is discomfort, as people hear how thin their own reasoning sounds when spoken aloud.<\/p>\n

<\/p>\n

‘No excuse \u2013 Wear helmet\u2019 (Ng\u01b0ng ng\u1ee5y bi\u1ec7n, h\u00e3y \u0111\u1ed9i m\u0169 b\u1ea3o hi\u1ec3m)’.<\/em><\/a> Source: Brands Vietnam<\/em><\/p>\n

In AIP\u2019s road-safety work around helmets, the thinking is no stronger: \u201cIt messes up my hair.\u201d \u201cIt makes me look dull.\u201d <\/em>The threat remains unseen. What lands is a quiet unease, triggered by recognising the same mental shortcuts and seeing how little they hold up.<\/p>\n

Embrace Life (Sussex Safe Roads, UK)<\/h2>\n

<\/p>\n

Some shots from the \u2018Embrace Life\u2019 film.<\/em><\/a> Source: Sussex Safer Roads<\/em><\/p>\n

What people fear most is losing what makes life feel whole. Fear here is shaped through closeness, with family arms turning into a seatbelt. The threat becomes absent. By tying danger to love and everyday contact, the film makes risk feel personal without raising its voice.<\/p>\n

Life\u2019s Turns in A Sentence (Swiss Life, Switzerland)<\/h2>\n

<\/em><\/strong><\/p>\n

Some print ads from \u2018Life\u2019s Turns In A Sentence\u2019 campaign by Swiss Life.<\/em><\/a> Source: Ads of the World<\/em><\/p>\n

Life rarely follows the plan we feel sure about today. The campaign leans on irony instead of drama, showing how fast plans flip, and how quickly today\u2019s beliefs become tomorrow\u2019s duty. The discomfort comes from seeing how little cover we really have when life takes a turn.<\/p>\n

People Change When They See Themselves<\/h1>\n

Sensational messages can still stop people in their tracks. But what really changes behavior, is not necessarily fear, but recognition. When people feel seen and truly heard, risk stops feeling distant and starts feeling personal enough spark belief that \u201cit can happen to me!\u201d.<\/em><\/strong><\/p>\n

To three decades of understanding and moving people.<\/em><\/strong><\/p>\n

Please reach out: Ralf Matthaes, Managing Director, IFM Research<\/em><\/p>\n

ralf.matthaes@ifmresearch.com<\/em><\/a><\/p>\n

HCMC, Vietnam March 2026<\/em><\/p><\/blockquote>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

We know life is sometimes a gamble. The news tells us so every day. We don\u2019t doubt the risk; we just assume lightning strikes somewhere else. The \u201cNot Yet\u201d Gap In recent IFM Research, one tension keeps coming back. An overwhelming 86% of people without life insurance still call it vital. They know what it […]\n","protected":false},"author":1,"featured_media":81283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-81279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biz-in-saigon"],"yoast_head":"\n\u201cIt CAN\u2019T happen to Me!\u201d How to drive impactful messaging - Biz and Live in Saigon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cIt CAN\u2019T happen to Me!\u201d How to drive impactful messaging\" \/>\n<meta property=\"og:description\" content=\"\" \/>\n<meta property=\"og:url\" content=\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\" \/>\n<meta property=\"og:site_name\" content=\"Biz and Live in Saigon\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SaigonbizGroup\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-01T03:57:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/english.saigonbiz.com\/vn\/wp-content\/uploads\/2026\/06\/word-image-81279-4.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1037\" \/>\n\t<meta property=\"og:image:height\" content=\"549\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/#\/schema\/person\/267b348e6cf32a66aab33637c2d399a6\"},\"headline\":\"\u201cIt CAN\u2019T happen to Me!\u201d How to drive impactful messaging\",\"datePublished\":\"2026-06-01T03:57:19+00:00\",\"dateModified\":\"2026-06-01T03:57:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\"},\"wordCount\":709,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/#organization\"},\"articleSection\":[\"Biz in Saigon\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\",\"url\":\"https:\/\/english.saigonbiz.com\/vn\/it-cant-happen-to-me-how-to-drive-impactful-messaging\/\",\"name\":\"\u201cIt CAN\u2019T happen to Me!\u201d How to drive impactful messaging - 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