The “Away From” safety impulse is a Persuasion Pathway. Reveal Persuasion Pathways is Skill 4 of The 7 Skills to impress™, and found in Part 2 of the book
“Away From” people are motivated to avoid pain, risk or danger. When you frame your message for an Away From audience, you emphasise problems to be avoided rather than benefits to be gained.
See also Towards