Agreed. FabioE is spot on.
The author of the sentence used a figure of speech; a metaphor, also known as personification. So, the "message" would act as if it was a being, with life (or lack of it).
To discover what strategies would make your "message" more effective (eficaz) you would take the quiz.
Another example of personification:
"He turned on the wipers again, but they still refused to feel that the exercise was worthwhile, and scraped and squeaked in protest."
(Douglas Adams, The Long Dark Tea-Time of the Soul. William Heinemann, 1988)
Of Course the wipers (limpadores de pára-brisas) don´t have a thought of themselves, they are inanimated objects, they just can´t refuse to do their task!