Motivational appeals are also included in the campaign, and according to Robert Gass and John Seiter they are “...external inducements...that are designed to increase an individual’s drive to undertake some course of action.”(2014, p. 295).The humour (Gass & Seiter, 2014) appeal is used throughout this campaign in order to increase the levels of attention among the audience, and at the same time to further communicate the relevance of the issue by making the message personal. The humour appeal is also known to make the source more likeable in the eyes of the audience (Gass & Seiter, 2014), which may be another reason for including it in the campaign