kimberley crofts

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an information and communication designer living in London

Behaviour change through “fun theory”

A competition from Volkswagen is asking people to think of ways to induce behaviour change through fun, they call it Fun Theory. You may have already seen the video of how music made taking the stairs more fun than riding the escalator:

Or perhaps you have seen this one, the world’s deepest bin which encouraged people to place their rubbish in the bin:

The results of the competition will of course be used by Volkswagen in some kind of marketing, but if the competition encourages “behaviour change for the better” then perhaps it’s worth signing away your creative rights. The competition ends on November 15. Anyone can enter it seems, although the site is based in Sweden.

I read some behaviour change theory for my dissertation. Many researchers believe that first you must change attitude and then behaviour change is more likely to follow. I hope that these fun projects go a little of the way to altering some people’s attitudes to waste and to energy use.

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Filed under: behaviour, , , , , ,

2 Responses

  1. […] by DDB Stockholm – has been getting a lot of attention in the last couple of weeks from both design-related people and other commentators with an interest in influencing behaviour: it presents […]

  2. therighteye says:

    What a great idea. The process of changing a persons’s behaviour is tough to pull off. However changing the environment the person is operating in is easier. Change the environment then the behaviour will follow. Thanks for sharing this….

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