One word changed a hospital hand-washing sign from 'protects you' to 'protects patients,' and compliance climbed. We discount our own risk but not other people's. The same holds for security messaging aimed at others, not ourselves.
https://zeltser.com/illusion-of-invulnerability
Healthcare workers wash hands more often when signs emphasize protecting patients rather than themselves, because people overestimate their own invulnerability but not others'. Security messaging may be more effective when highlighting risks to customers or colleagues rather than to the individuals
