Two separate studies strongly suggest that an online ad's design does not have to take into account the likely gender of the viewer to make an impact. This article refers to the outcome of recent study by Stefano Puntoni, Steven Sweldens (INSEAD) and Nader Tavassoli (London Business School). They found that the use of feminine elements in communication about breast cancer can be counterproductive when it comes to the main goal of the campaign: creating awareness.