VW has started an initiative called 'The Fun Theory' as part of a viral campaign.
In less than 2 minutes, they tell a story about encouraging people to be more active. An ultimate behaviour change goal might have been to increase the health of citizens, with this intervention being a first step: a small, easily achievable goal:
Get train commuters in Odenplan, Stockholm to use the stairs instead of the escalator.
This example is employing the research of BJ Fogg, Director of the Stanford Persuasive Technology Lab to great effect.
BJ developed what's known as the Fogg Behaviour Model (FBM) which demonstrates that to persuade people to change behaviour, three elements need to converge at the same moment:
- Ability;
- Motivation; and
- A well-timed trigger.
People tend to act in the shaded area, so there can be a tension between ability and motivation e.g.
Low ability + High motivation: Fill out a complex set of forms to get a tax refund.
High ability + Low motivation: Reply to a meeting invitation using my calendar application.
Of course, both of these scenarios would have a well-timed trigger associated with them. The first may be my accountant calling, and the second is an email that simply wants me to reply yes or no.
In the case of getting people to take the stairs instead of the escalator - VW does it with fun:
Target behaviour = Use the stairs instead of escalator
As the commuter approaches the exit, they arrive at a decision point: Take the stairs, or use the escalator? This is where we need a well-timed trigger.
Since we are inherently lazy (we've evolved to conserve our resources, including physical effort), the default behaviour for a normal person would be to take the escalator.
The Fogg Behaviour Model, predicts that there can be a trade-off between ability and motivation. If the ability to take the stairs is lower, the motivation to take the stairs needs to be increased to affect behaviour.
So, to break it down:
- Ability: Walk up stairs - medium (The escalator is easier, therefore it has relatively higher ability)
- Motivation: The novelty of the stairs playing notes as you walk up them - high (The escalator has a lower relative motivation for conserving energy)
- Well-timed trigger: Seeing/hearing other people interact with the stairs at the exact moment the commuter has to choose between stairs or escalator.
So medium ability + high motivation + well-timed trigger = 66% more people choosing the stairs.
That's a fantastic result! Unfortunately, I would predict that this number would rapidly drop off since the motivation is a novelty - and novelties quickly wear thin. That said, it's still a great example of how easy it is to use technology to change people's behaviours.
There are other examples at TheFunTheory.com that also follow this very simple Fogg Behaviour Model. Check them out. Devise your own. It's fun!
