Wednesday, March 9, 2011
Following on from my Play it Safe post, here are some more examples of how you can change people's behaviour simply by appealing to their sense of fun. Some call it choice architecture, others behavioural economics. Whatever it is, it's simple, playful and it works.
VW's The Fun Theory includes Stockholm's Piano Staircase, above, which got 66% of people to choose the stairs over the escalator.
The Speed Camera Lottery was the winning idea, implemented by The Swedish National Society for Road Safety in partnership with VW. Fines collected by speeders were put in a lottery, which safe drivers snapped by the road camera could win. The average speed dropped from 32 km per hr beforehand to 25 km per hr during the social experiment.