The Fun Theory

Before the recent meeting of the CCC group, Matt Hocking, Director of the Leap graphic design agency, sent us a link to this short video:

www.youtube.com/watch?feature=player_embedded&v=2lXh2n0aPyw

The video demonstrates the principle that fun can be a powerful motivator for behaviour change. In this example, people are encouraged to choose the stairs over the escalator. When making that choice, they are unaware of the environmental and health benefits of their choice, thinking only of their desire to experience walking on the novel piano-stairs. Of course, this example may be a short-term benefit, but it demonstrates a valuable principle that could be applied to other climate change-related communications. It may be that your message does not need to be communicated directly - people can be encouraged to change their behaviour for reasons that are different to, but compatible with, your intentions.