Previous research on science and environmental promotion as persuasion and social marketing provides a broader theoretical context to study effective communication of the water-energy-food (WEF) nexus. To garner sufficient public support for scientific research funding and social morale, science communication researchers have proposed the deficit model, which holds that with adequate information provision to remove the public deficit in scientific knowledge, the public will generate supporting attitudes. More broadly, researchers have applied the concept of social marketing in strategic science communications to promote desirable behaviors or change undesirable behaviors, with no financial gains as goals. Social marketing campaigns with the four Ps have been designed and implemented in different areas and countries, achieving measurable success in health or other persuasive social goals. Persuasion involves the persuader, the message, the channel, and the audience. Message effects at different levels, along with message factors (sidedness, conclusiveness, and gain- or loss-framing), will be studied on the relatively new topic of the WEF nexus in the following chapters.