Medical workers in Haiti are now trying to spread the message not to use river water without some form of purification.

VOA: special.2010.11.10

"Usually it was a dystopian message in the form of some kind of warning;

VOA: standard.2009.12.19

Whilst many of us have been caught out sending private emails to the wrong people, or have even regretted sending a tweet the next morning, it seems Mr Huhne mistook the form of the message he was sending.

BBC: Chris Huhne's fingerprints on mis-tweet

Therefore, instead of trying to develop apps that are really vehicles for your message, which is a surefire way to suppress usage, think of constructing your message delivery in the form of an app, which, if done correctly, should provide real value to users and to your organization and possibly transform your competition into a bunch of angry birds.

FORBES: Advertising as an App

In these examples, we can see in embryonic form how the message of a possible health benefit emerges from weak and inconsistent results.

FORBES: Does Coffee Drinking Really Protect Against Devastating Diseases?