The Annual 2019-2020

68
TheAnnual
2019–2020
A collection of social initiatives
and behavioural interventions
from Ogilvy Consulting
OGILVY CONSULTING

1
Welcome to The Annual for 2020
It's fair to say that 2020 was a year like no other. Certainly, without
comparison in my lifetime.
However, what I think made 2020 particularly extraordinary is that as
a global community, we shared significant challenges together. From the
impacts of global climate change felt acutely across Australia and California,
to the crippling (and isolating) outcomes of the COVID-19 pandemic. While
an uncertain, scary and for many immensely sad time, it has also been an
important year of reflection. From one perspective, it's helped us to see that if
our behaviour doesn't change, nothing will.
What is comforting is that 2020 also saw an explosion in the field of applied
behavioural science. Responding to the challenging conditions, last year
we experienced this first-hand as we moved our annual Nudgestock festival
from a UK event on the Kent coastline, to a global and free digital event. The
response to this small shift blew us away. Over 35,000 people from across the
globe registered for the day and we've since clocked-up more than 120,000
views of Nudgestock content. From Australia's ABC to the BBC, HMRC to the
World Bank, it seems 2020 was a year where the world was more focused on
individual and collective 'behaviour' than ever before
In the following pages we share an overview of some of the projects that
Ogilvy Consulting’s Behavioural Science Practice have worked on last
year. The cases span worker safety and online charity, to public urination
and Christmas shopping. Our intention, as always, is to showcase the
approach we have taken as well as the challenges we have faced along the
way. Where possible, we share the positive results we have recorded. Like
the first Annual, not all of the following case showcase results, or indeed
positive results. This is the reality of applied behavioural science.
Again, we’re immensely proud of the work we have to share, much of it
developed from the lounges, bedrooms and spare rooms of our team. I
want to say a huge 'thank you' to our clients for giving us the opportunity
and responsibility to apply the exciting, growing, and complex world of
behavioural science to help solve some of the world’s stickiest challenges.
Welcome to the Ogilvy Consulting Behavioural Science Annual 2020. We
hope you enjoy reading it as much as we've enjoyed compiling it.
SAM TATAM
Consulting Partner
Head of Behavioural Science Practice
sam.tatam@ogilvy.com

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Welcome to the Annual for 2019-2020.
THIS YEAR, WE’VE BEEN FORTUNATE TO HELP
THESE ORGANISATIONS TACKLE THEIR
BEHAVIOURAL CHALLENGES:
• Helping Londoners recycle, by asking a few different questions…
• Working to save lives from our sofas, through the power of
‘framing…’
• Encouraging frontline hydration, through the power of rhyme…
• Reducing public urination in Paris, by turning it into sport…
• Increasing factory safety, by learning from boxing…
• Combatting illegal fly tipping through giving it a new name…
• Increasing child adoption and fostering, by giving carers more
control…
• Bringing Christmas cheer, by channelling negotiators…
• Making big changes to crime reporting, with small tweaks to a call
script...

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Contents
THE VIEW FROM RORY 4
INTERVENTIONS FOR THE 7
CHARITY AND NON-PROFIT SECTOR
INTERVENTIONS FOR THE 17
PRIVATE SECTOR
INTERVENTIONS FOR 33
GOVERNMENT AND THE PUBLIC SECTOR
INTERVENTIONS FOR ACADEMIA 51
BEHAVIOURAL PRINCIPLES AND 60
FRAMEWORKS EXPLAINED
ABOUT THE EDITORS 63
MORE ON OGILVY CONSULTING’S 64
BEHAVIOURAL SCIENCE PRACTICE

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The View from Rory
On the following pages are many of our proudest moments from the
past year. There is one moment, however, that I wish I could forget. This
was a chance comment I made in autumn 2019 when meeting a senior
marketer from a large video conferencing firm on her visit to the UK.
We had all spent a few hours chatting on the balcony of Sea Containers
House, discussing the various persistent behavioural obstacles to the
wider adoption of video calling. As she was leaving, I happened to add
in passing, “Of course, what you really need is a wide-scale transport
strike or a minor pandemic to accelerate adoption.” I wince every time I
think of this.
But in some ways, this last year has been a valuable lesson for us all.
For it teaches us two things, firstly how important behaviour change is –
but secondly how much we still have to learn.
At one level, all businesses and governments have had a crash course
in understanding the importance of behaviour. Suddenly almost every
business question is ultimately a behavioural question. It is no longer safe
to assume that demand will smoothly follow anticipated trends, or that
the patterns of demand will be fairly similar from one year to the next.
Two years ago, if you were an airline or a travel business, your
boardroom discussion probably revolved around how to hedge fuel
prices; now, the question on everyone's lips is, “How on earth do we
get people back on our planes? And will passengers soon return in the
previous volumes?”
This presents an opportunity for all of us in the business of applying
behavioural science: but the pandemic, with the sudden and often
lasting effects it has driven, also teaches us how much we still have to
learn. In particular the events of the last year have taught us that some
new behaviours can only be effected if everybody changes behaviour at
once.
To date, most behavioural research has focused on changing
behaviour at an individual level. This remains vitally important and
at times highly effective. Just as a journey of a thousand miles starts
with a single step, a change in collective behaviour often starts
with a single nudge. But at the same time, the pandemic reminds
us just how how much of behaviour is driven by social context - in
particular by the norms set by other people. Just as there are many

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technologies which never deliver their value until they're adopted by
a critical mass of people - the fax machine, or email, for example -
so there are behaviours which will never really stick until you can get a
significant number of other people to adopt them.
Absent a pandemic, creating new norms is difficult. We all need
to understand much better the kind of network dynamics through
which behaviours spread from small to large groups of people until they
become a default. Understanding this will be critical to our work over
the next five years. The future belongs to the people who are first to
understand what my New York colleague Chris Graves calls “the real
why, and the hidden who” of human decision making.
About 20 years ago, Philip Kotler remarked that the future problems
of business was not so much a shortage of products. It was a shortage
of customers. Translated for the 21st century, you might recast
these words to say that what the world needs is not more products
or more technology: instead what it needs is more intelligent,
better informed demand. We already have good solar panels. The
problem is getting people to put them on the roof. The pandemic
has been a valuable reminder that many modern political and
economic problems are really behavioural problems in disguise.
“...all businesses and
governments have
had a crash course
in understanding
the importance
of behaviour.”
RORY
SUTHERLAND,
Vice Chairman,
Ogilvy UK

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INTERVENTIONS
FOR THE
CHARITY AND
NON-PROFIT
SECTOR
1

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One Bin is Rubbish… Sort it Out!
AUTHOR: DAN BENNETT
Despite years of education, rates of recycling in our great
capital had plateaued. The brief was simple. Get 18-34 year
olds in London to recycle more... by any means necessary.
The Behavioural Challenge
Recycling rates in London are a mixed bag across the boroughs. Each
Londoner generates on average 2500kg of rubbish each year, and with
a high proportion of the population being transient & renting, it’s rare
that anyone ‘takes control’ of the job of recycling.
Over 50% of Londoners have ‘bin-digestion’, where they let rubbish pile
up around the outside of the bin. We needed to find out the real why
behind recycling rates in London so we could better understand how to
increase them.
It’s all too easy to rely on the assumed motivations behind why we fail
to recycle. Often laziness and confusion come up as top factors, but we
suspected there was more to the story.
Our Approach
To find them, we filtered our research through the COM-B model of
behaviour change to analyse our barriers through a behavioural lens.
It turned out our audience had the capability to recycle, they had the
motivation to recycle, they just lacked the opportunity. People were
engaged in sustainability as an issue, but they lacked the facilities at
home to make recycling easy for themselves.
So, the strategy was simple. Don’t motivate people to recycle. Motivate
people to buy a second bin and help them help themselves to recycle more.
As the old proverb goes:
Give people motivation to recycle…
And they’ll do it for a day
Give them motivation to get a second bin …
And they’ll recycle for a lifetime

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Country: UK
Date: 1/11/17 -1/2/20
Trial length: 3 years
Our ideas
Knowing our well-intentioned audience,
we knew that their recycling tends to pile
up around their main bin (think wine
bottles, cardboard boxes etc) and so our key
campaign visual demonstrated that well
recognised household problem. Having the
campaign line spelt out on these unrecycled
products next to the bin shows our audience
how close they are to achieving their goal,
and how non-sensical it is to not make that
final step of getting a second bin.
With the provocative line of ‘One Bin
is Rubbish’, our campaign pointedly
encourages people to put in place the
best recycling set-up for their own home.
There are no grey areas with our ask, we
chose to specify the number of bins so
there is no wriggle room. No amount of
overconfidence can help you talk your way
out of having to respond. And ending this
with ‘… sort it out’ uses a gentle recycling
pun to light heartedly nudge people to act
on their intentions.
To drive awareness and change the norm,
our message lived on the most “inherently
London” media: the red bus. And to drive
behaviour change, we had a targeted social
and digital campaign which helped people
know what to put in what bin, and which
encouraged people to share their favourite
bin-hacks.

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Our Results
A whopping 137,299 Londoners (8% of our target audience) who saw the
campaign bought a new bin and are now recycling more. That’s 1,900
packed London buses worth of people now recycling in our capital!
Also, we increased awareness of the issue from 32% to 55% and we
increased the social norm of recycling from 43% to 61%.
Ultimately across the 3 years of the campaign the average bin per
household ratio rose from 1.1 in 2017 to 2.1 in 2020.

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THINK BEHAVIOURAL SCIENCE COULD HELP
YOUR BUSINESS? WE'D LOVE TO TALK TO YOU.
CONTACT US TODAY

12
Saving lives from the sofa
AUTHOR: MIKE HUGHES
Every year, Christian Aid volunteers deliver millions
of donation envelopes to UK homes to raise money for
Christian Aid Week. But not this year. How can we
motivate people to join virtual events from their home, and
donate online for the first time?
Christian Aid Week raises millions every year for their chosen causes.
With government restrictions in place, our challenge this year was
to move fast and ask the street teams to replace posting physical
envelopes with hosting online fundraising events, maximising
attendance and motivating those attending to donate.
The move to digital platforms — which in some cases our audience
were using for the first time — raised specific behavioural challenges:
• Motivation: How do we recreate the sense of community from
previous years, when we can’t be together?
• Capability: How do we help the audience - particularly older
volunteers - who have less experience in using new digital
platforms?
• Trust: How do we reassure those with uncertainty about
donating online?

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Country: UK Date: April – May 2020
Our Approach
Our first task focussed on motivating our teams of volunteers. Rather
than a ‘lesser’ version of Christian Aid Week activities, our aim was to flip
potential downsides of virtual fundraising, and give a new frame for what
we could still achieve. Was there an opportunity to take our new realities:
staying at home, being unable to be together, and make these feel like
advantages and a new opportunity to raise funds like never before?
To help those that may seem uncertain about trying digital platforms for
the first time, could we use other references and associations to describe
them, to make them feel more familiar and easier to understand?
When asking people to donate online, how might we heightened
the perceived security of donations, and ultimately show that every
donation is making an impact?

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Our Ideas
We developed 42 optimisations to the Christian Aid virtual
fundraising and donation pages.
Using the power of reframing, we replaced the existing language of
‘virtual fundraisers’ to a series of more motivating frames. We created
a new community of e-volunteers dubbing them the ‘Sofa Fundraisers’.
No longer a downside, staying at home became our super power,
where we could now “save lives from the sofa”.
To address the uncertainty around virtual events and donations
for some of our audience, we made the new sound familiar. Rather
than being ‘virtual’ we made it feel like an every day moment, using
technology as a new way to safely "invite friends and family into their
front room". We further heightened the affect and emotional salience
of virtual events by showing how volunteers could “connect with
loved ones and others, whilst saving lives”. This framing also tapped
into people’s sense of ego, reminding them that they could still make a
positive impact, but this time from the comfort of their own home.
To make these new events feel easy and effortless to join, we reduced
the perceived effort of what we were asking volunteers to do, by
reminding them that signing up to events “takes just 5 minutes”.
Finally, we also wanted to highlight the popularity of events and
virtual donations, compared to previous years. Replacing the salience
of street teams knocking on doors, we leveraged social norms to show
how many people were taking part. Showing this in real time ‘100
people have signed up this week’ showed that other were already
taking part, motivating more volunteers to join.
Our Results
Our work helped Christian Aid Week raise nearly £4m in donations,
more than double their revised coronavirus target. There will have
been many different factors driving that income, but the simple
reframing of the virtual events to make them as motivating as possible
is a powerful addition.

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“The optimisations were easy and approachable ways
to make the events more engaging using behavioural
insights. We’re delighted by how many supporters have
taken part in a very different Christian Aid Week and
we plan to build on these insights in future years.”
SOPHIE BRIGHTWELL
CHRISTIAN AID WEEK MANAGER
CONTACT US TODAY

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INTERVENTIONS
FOR THE
PRIVATE
SECTOR
2

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Helping the nation to
shop smarter at Christmas
AUTHOR: MIKE HUGHES
Every year in the UK, over two billion pounds is spent
on unwanted gifts. TK Maxx tasked us to help the UK and
Ireland to break free of their shopping biases, and ‘gift
different’ for Christmas 2019.
We’ve all done it. Hastily added that present to the shopping basket for
our nearest and dearest: ‘I’m sure they’ll like it, I know them better than
anyone’. Well unfortunately, research shows we’re likely to be shopping
on autopilot. And we’re not alone, a whopping 70% of us admit to
receiving a gift we will never use
.
How might we help the nation overcome their ‘buying biases’, find out the
gifts their loved ones really want to receive, and get to know them a little
better in the process?
Our Approach
We first unearthed the behavioural biases that influence our gifting
behaviour. For example, the present bias suggests that we prefer shorter
term gains over larger benefits in the future. When shopping, we focus
on gifts that will give immediate pleasure – we’ll reach for the bouquet
of flowers in bloom rather than the bouquet of buds, even though the
recipient would be able to appreciate the buds for longer.
The false consensus effect suggests we think that our beliefs and
preferences are the same as others. For example, men are more likely
to buy electrical items as gifts, whereas females are more likely to buy
beauty products - showing they choose items that resonate more with
themselves. Sound familiar?

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Country: UK & Ireland
Date: Jul 2018—Oct 2018
Armed with ten of these buying biases we further explored the UK and
Ireland’s buying behaviours and attitudes around gifting. From this we
developed five things gifters should do to better understand what their
receivers truly value in a gift:
1. Understand how the receiver spends their “me time” and what they
are likely/unlikely to use
2.
Unearth any unknown interests, expertise and passions that the
receiver may have
3. Find out what the receiver values and what is most important to them
4.
Explore what experiences the receiver wants or has planned
for the future
5. Understand how the receiver tends to give gifts themselves
Our Ideas
From these strategies, we devised ten psychologically informed
questions that gifters could pose to their loved ones to uncover some
helpful gifting clues.
But our questions still needed to keep the surprise of receiving a gift. To
make sure our questions led to new ideas – without being told explicitly
what gift people wanted - we researched techniques used by a range of
different professionals to elicit and unearth information.
For example, Negotiators use framing techniques to swap out key words
that might have negative associations, with more positive frames.For
example:‘Can we talk' is replaced by ‘Can we speak' (talk may have
negative associations 'talk is cheap’).
We also found that Doctors use more concrete words to encourage
patients to talk about health issues. For example asking ‘Is there
something else you want to address in the visit today?’ (rather than the
broader ‘anything’) increases the likelihood of patients speaking up.

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Conversely, hypothetical questionssuch as ‘What if...’ or ‘Would you
rather…?’suspend reality for the respondent, and help them think more
broadly in different contexts or situations.
These question techniques helped to produce a question framework that
encouraged people to think broadly, refine their preferences and finally
help them look positively to the future.
Working with the TK Maxx campaign creative, and as part of their
national TV campaign, we developed our ten questions into creative
assets to be shared on social media and in print.
Our Results
The ‘Gift Different’ PR Campaign was launched in November 2019. It
featured in 22 pieces of print & online media, and 13 pieces of broadcast.

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Question
Structure
# Question
Question
Strategy:
Technique
used:
Diverge
questions:
Helping people to
think broadly and
outside the box.
1
Imagine you have 24 hours to do anything you
want. Sky's the limit. What would you do?
Future
experiences
Hypothetical
question /
Open question
2
Finish this sentence: ‘I'm the world's unknown
expert in…’
Unknown
interests
Sentence
prompt
Converge
questions:
Helping people to
refine their
preferences and
focus on specific
details
3
This Christmas you decide to donate everything
you own except three items. What do you keep?
Values
Hypothetical
question
Constraints
4
What’s the one thing could you watch or read
about forever and never get bored of?
Unknown
interests
Concreteness &
constraints.
5
Name something people assume you like, but
you secretly don’t?
‘Me time’
& items used
Concreteness
Mindreading
question
6
What's the one thing you own that you still
haven't used and why?
‘Me time’
& items used
Concreteness &
constraints.
7
Not including me, who's the best gift giver you
know? Why?
Values Probing.
8
When was the last time someone did something
thoughtful for you?
Values
Reflection on
past
experiences.
9
What’s the best gift you’ve ever given someone,
other than me?
Type of
gift giver
Reflection on
past
experiences.
Finish on a high:
Helping people to
look to the future
and finish with a
positive mindset.
10
Share what are you looking forward to most next
year…
Future
experiences
Temporal
question.
THE FINAL TEN ‘GIFT DIFFERENT’
QUESTION SET IS SHOWN BELOW:
CONTACT US TODAY

22
How vulnerability boosted safety
AUTHORS: PETE DYSON, JULIA STAINFORTH, LEWIS ALISON,
ZAC BAYNHAM-HERD, SAM TATAM
The story of creating ‘vulnerable gloves’ and the potential
for applying behavioural science to factory safety.
Background
Familiarity can feel like a superpower. Every day we all experience
washing, cooking and even driving as if on autopilot. Within a
commercial factory setting, it’s easy to see why familiarity can be of
benefit; with workers forging deep specialisms through repetition and
prolonged exposure – boosting efficiency and output quality.
The danger here is that familiarity can also be our greatest weakness. It’s
been shown, for example, that one third of road accidents occur within
a mile from home, even when time spent driving is accounted for. This
occurs because we simply stop paying attention (crashes close to home
are more likely to involve lapses of concentration).
In response to this, over time we’ve collectively stumbled across
environmental or situational cues that can begin to reengage our brain
during these risky periods. Drive down a tree lined street, and that cosy
narrowness is likely to make you notice your speed (this is known as an
avenue effect).
In 2006, city engineers in Chicago leveraged a similar insight to reduce
accidents around a sharp bend on Lake Shore Drive. By painting
perpendicular white lines on the road which, when approaching the bend
got closer and closer together, drivers were given the impression they
were going faster, they felt more vulnerable, and were nudged to slow
down. In the six months that followed, crash rates reduced by 36%.
Since this intervention, ‘vulnerability as a strategy’ has moved from the
roadside to ringside, with the International Boxing Association making
a bold decision in 2013 to eliminate head guards from all amateur male
international tournaments – a decision the Olympics soon followed.
The reason? Head guards were giving boxers a false sense of security
(known as risk compensation) and subsequently, without headguards,
the number of fights stopped due to one boxer receiving repeated blows
to the head reduced by 43%.

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Working with a manufacturing company, we were tasked with
improving safety on the work floor. In factory environments, whilst
huge safety gains have been made over time by improving the physical
environment and worker protocol, less attention has been paid to
optimising the psychological environment. That is where we came in.
We designed a program of research, creation and testing that
led to dozens of new innovative interventions . One area was the
counterintuitive task of making people feel more vulnerable during
high familiarity tasks. Unlike our Olympic boxers, in manufacturing it
would likely be far too dangerous to entirely remove personal protective
equipment (PPE). Instead, we tested whether we could take away
that sense of invulnerability; how might we make people feel more
vulnerable, so they take less risk?
Country: UK & Ireland
Date: October – December 2020

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Our Ideas
We have been exploring whether we could creatively change the
‘psychological design’ of PPE to make workers feel more vulnerable,
in order to increase safety, without changing their physical (injury-
preventing) characteristics.
With the help of manufacturing staff, we co-designed numerous
versions of behaviourally informed vulnerability PPE using different
design prints – for example gloves revealing a full skeleton design and
hats depicting the brain beneath.
We tested the different designs in an online survey, where participants
were shown images of a worker using a particular tool (a hand saw, a
drop saw or a knife) and they had to assess how vulnerable the worker
was to injury, and then how fast it was safe to hammer a nail.
Respondents were randomly assigned to one of three treatments, where
workers were either wearing grey gloves with no additional design
(control), a full-skeleton design , or no gloves at all.
Testing demonstrated the following:
1. A positive correlation between vulnerability and risk
2. A drop saw risk is so catastrophically large, glove design doesn’t
affect perception of vulnerability
3. A hand saw shows the wearing of gloves decreases perception of
vulnerability
4. A knife cutting task is the goldilocks zone where design matters
- the skeleton glove pattern made people feel 13% more
vulnerable compared to the blank control gloves
5. Demographics matter; age and gender were factors affecting
perception of vulnerability. Males had a higher risk tolerance.
This suggests that for high-frequency, lower-danger tasks, the design of
PPE influences levels of perceived vulnerability and could reduce injury
as a result.

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Conclusions
Our innovation shows there’s value in creatively applying behavioural
science. We demonstrated that perception can be shifted in non-
rational ways. The next step is to field-test the design in the real world;
armed with the evidence that it works empirically, a larger sample
size is now needed to see if the (fortunately) rare occurrences of hand
injuries decline over time. Establishing any crowding out, spill-over or
wear out effects will be crucial.
The value of psychology in safety is not new. For decades the field
of Industrial Psychology and Human Factors has worked to reduce
friction and prevent injury by considering the limitations and
consistencies of human cognition and perception. In a discipline that’s
seeking new ways to reach ‘zero injury’ targets, we’re thrilled to add
to this growing discipline by illustrating the impact of what might be
considered a counterintuitive and insignificant design tweak, with
significant and scalable implications.

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FOR THE LESS DANGEROUS TOOLS (A BOX CUTTER), VULNERABILITY WAS
HIGHER IN THE SKELETON TREATMENT COMPARED TO THE BLANK CONTROL
GLOVES – A 13% INCREASE FOR THE LEAST DANGEROUS TOOL (P<0.05).
Naderi, J. R., Kweon, B. S., & Maghelal, P. (2008). The street tree effect and driver safety.
ITE Journal on the Web, 78(2), 69-73.
Berlyne, D.E. Aesthetics and Psychobiology. New York, NY, USA: Appleton Century
Crofts, 1971
CONTACT US TODAY

28
From Schiphol to Les Mureaux:
Applying Behavioural Science
Against Public Urination
AUTHOR: BENOIT DEFLEURIAN
Introducing a new strategy to fight public urination that goes
beyond failed ‘utilitarian approaches’ through the power
of creativity and positive experience. Our intervention, "Le
Stade des Mureaux’ reduced acts of public urination by 88%
and is now being adapted and deployed in different stations
across France.
Despite the The Telegraph bemoaning Paris as a “post-apocalyptic
hellhole of public urination and litter”, several actions are being taken to
combat ‘incivilities’ in the public space. The SNCF (France’s state-owned
national railway company) is particularly committed to combatting the
recurring problem of public urination at its stations.
Aside from the inadequate provision of public toilets, three critical
behavioural factors facilitate public urination. Firstly, witnesses are
unlikely to call it out (lack of social control). Secondly, it is generally
considered acceptable to urinate in already poorly-kept public spaces
(broken window effect). Finally, physiological urges can often be difficult
to ignore.
“As the first ‘creative nudge’ to be replicated at scale,
Le Stade des Mureaux represents a breakthrough
experiment for the innovative SNCF Nudge Unit.”
ISABELLE COLLIN
DIRECTOR, SNCF NUDGE UNIT

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Country: France
Date: 01/03/18 -07/06/19
Trial length: 3 months
Sample: 32,792
(residents of Les Mureaux)
Our Approach
A veritable public urination hotspot, train station La Gare des Mureaux
(35mins from Paris) was chosen as the test site.
Observations, interviews with key stakeholders and a review of
scientific literature were conducted. The learnings were taken into a co-
creation workshop blending complementary expertise: SNCF project
team, station staff, Ogilvy strategists and creative teams and a Professor
of Social Psychology.
Traditional deterrents including signs, fines and splash-back
paint are unsuccessful. Our approach needed to go beyond such
utilitarian efforts, creating new social norms and activating social
control, while discouraging public urination in a way that would be
aesthetically pleasing.
SUM OF BEFORE SUM OF AFTER

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Our Ideas
Introducing, ‘Le Stade des Mureaux’.
La Gare des Mureaux, and its problematic corners so popular for
urinating, became ‘Le Stade des Mureaux’. An athletics track which
quickly transformed the outside space into a children’s play area
(activating new social norms), with spectators watching on (enhancing
perceived social control), while creating an anamorphic shape (an
optical illusion), concealing the corners.
The sporting theme continued inside the station with life-sized
athletes depicted on bubble-shaped stickers, playing with enlarged
balls carefully placed to act as physical obstacles.
A key feature of the idea involves disguising the real intention of
the intervention, to avoid potential backlash but more to provoke
positive interactions.
Our Results
A before/after test was administered at the station over a 14 week
period (a timeframe deemed long enough to avoid confounding factors
linked to weather, local events and recency of intervention installation).
Data was collected via both a behavioural measure (a bespoke ‘urine
detector’ installed in three problematic corners), as well as two
attitudinal measures (a questionnaire of 597 residents and a focus
group with employees).
During the control period, 147 acts of urination were recorded compared
to only 17 during the test period: a total reduction of 88%. All test period
acts recorded were inside the station between 11pm and 6am (roughly
non-daylight hours). Residents’ perceptions of station cleanliness and
safety, user experience and the SNCF brand all increased. 87% of
station employees considered the intervention positively.

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BEFORE AFTER
BEFORE
AFTER
CONTACT US TODAY

33
INTERVENTIONS
FOR THE
GOVERNMENT
& THE PUBLIC
SECTOR
3

34
Applying behavioural
insights to fostering and adoption
AUTHORS: JORDAN BUCK AND VALENTINA MAZZI
Understanding how behavioural strategies can
encourage more people to become foster carers
and adoptive parents across the UK.
Recruitment of foster carers and adoptive parents in England is an
ongoing challenge, with the number of fostering and adoptive homes
available consistently falling short of the demands of the care system.
The Department for Education (DfE) seeks to support Local
Authorities and independent fostering and adoption agencies to recruit
more people to become foster carers and adoptive parents.
To help them do this, DfE commissioned Kantar and Ogilvy Consulting
to understand how applying behavioural insights to fostering and
adoption recruitment can encourage more people to become carers and
adoptive parents. The project was led by Kantar, with Ogilvy inputting
at certain stages.
Our Approach
The first step was for Kantar to explore the relevant barriers and
drivers to fostering and adoption recruitment. This was achieved
through both reviewing the existing literature, as well as through
primary research investigating the attitudes and experiences of
prospective, successful and unsuccessful fostering/adoption applicants.
The resulting insights were mapped onto the COM-B model of
behaviour, and a number of different ‘typologies’ of prospective
applicants were identified by Kantar.
These insights and typologies allowed us to develop a range of
behaviourally-informed strategies, interventions and communication
ideas, which would overcome the psychological barriers present.
Recommendations were then refined in a co-creation workshop with
DfE, and quantitatively tested in Kantar’s Behaviour Change Lab.

35
Country: UK Date: 2019
Control Prototype 1 Prototype 2 Prototype 3
Fostering
Adoption
WE DEVELOPED A RANGE OF BEHAVIOURALLY-INFORMED STRATEGIES,
WHICH WERE TESTED IN KANTAR’S BEHAVIOUR CHANGE LAB.
THE RESULTS WERE USED TO INFORM THE NEXT PHASE OF THE PROJECT.

36
Our Ideas
From testing our initial messaging in Kantar’s Behaviour Change Lab,
it was clear that in order to increase quality ‘leads’ for recruitment, it
would not be enough to simply motivate people to come forward.
The system also needs to give people the best chance to progress by
reducing friction points, and wherever possible, creating the conditions
for them to build their confidence in taking on more complex cases.
Kantar therefore recommended a strategy composed of four pillars,
each associated with a different combination of communications and
non-communications based interventions:
• Inspire: Messages need to tap into the vision and goals that
prospective applicants identify with most strongly, to bring
fostering and adoption top of mind.
• Unlock: Unlocking belief in abilities is a critical component of
success, creating the conditions for confidence.
• Advance: Once people are inspired to come forward, they need
to feel they can move forward and keep progressing.
• Equip: People also need reassurance that they will have access
to the support and guidance they need to succeed.
Based on the above, we identified a number of interventions to
generate more quality leads, including:
• A safe space to explore options and ask questions – promote the
fact that applicants will be able to have their questions answered
in a confidential and non-judgemental space.
• The opportunity to explore fostering and adoption as a
continuum – allowing people to choose the route most suited to
them.
• Illustrate the reality of fostering and adoption through
testimonials, stories or snapshots of real life – showcase real
people and real stories, to counter misconceptions and promote
diversity.
• Provide an honest portrayal of the challenges – while balancing
this with the prospect of accessible and ongoing support,
allowing people to embrace challenge in a supportive way.

37
The final report is now enabling DfE to implement strategic
recommendations across the UK, helping them to better support
Local Authorities and independent agencies in promoting fostering
and adoption and to improve the care system.
CONTACT US TODAY

38
Combatting illegal fly tipping
AUTHORS: JORDAN BUCK AND VALENTINA MAZZI
Working with Kantar Public, we helped create a
behaviourally-optimised communications toolkit
for local authorities across the country to reduce
the illegal dumping of waste in public places.
Fly tipping – the illegal disposal of waste on unlicensed land – is a
significant issue for local authorities in the UK, costing them around
£60m every year.
To help tackle the problem, all householders in England and Wales are
subject to a ‘duty of care’ requirement which states that any company or
person that removes your household waste must be authorised to do so by
the Environment Agency. At present, however, there is a significant lack
of awareness of this duty of care. As such, many people unknowingly give
their waste to unlicensed carriers, who then dump it illegally.
Defra commissioned Kantar and Ogilvy Consulting to create a
toolkit for local authorities, to help them produce behaviourally-
optimised communications which raise awareness, understanding and
engagement with the duty of care, with the ultimate goal of reducing fly
tipping. The project was led by Kantar.
Our Approach
Kantar first carried out an Insights Audit, to investigate the
psychological barriers and drivers present. These were used as fuel
for a series of collaborative internal ideation workshops, designed to
help generate a number of ‘behavioural platforms’ – behavioural ideas
which could be used in new communications, each pulling on a different
behaviour change lever.
These ideas were refined to create a shortlist of 6 different behavioural
platforms. We then held a workshop session with Defra to further refine
the ideas, and to select the top 4 platforms to go into full development
and testing.

39
Multiple creative routes were then made for each of these 4 platforms. These were
prototype executions which express the idea across a range of suitable media
channels (e.g. print, social media, radio). Realistic finished versions of each of the
executions were created by our in-house design team at Ogilvy.
Our Ideas
The final 4 behavioural platforms that went into testing were based on the
concepts of loss aversion, cognitive ease, salience and the Sapir Wharf hypothesis.
1. Loss aversion: Emphasising that the householder could lose more
than just their rubbish if they fail to ensure it’s disposed of correctly
(they could be liable for a fine, as well as prosecution).
2. Cognitive ease: Displaying each of the steps that householders need
to follow as a simple checklist, to make it easier to understand and
remember.
3. Salience: Drawing attention to the fact that illegally dumped waste
can be traced back to the householder, and that they will be held
accountable.
4. Sapir Wharf hypothesis: Creating a name for ‘unlicensed waste
removal carriers’, to emphasise the inherent risks in using these
services.
An example execution for each of these four behavioural platforms can be seen on
the next page.
Country: UK Date: 2018–2019

40
Our Results
Kantar carried out qualitative testing on each of the platforms, to
gather feedback on the ideas, executions, and the extent to which they
deliver against the overall aim of raising awareness, understanding and
engagement with the household waste duty of care.
These insights then informed the creation of the final toolkit, which
was written by Kantar and structured around the Behavioural
Insights Team’s EAST Model. The toolkit provides a set of easy-to-
understand and easy-to-apply guidelines for local authorities to help
reduce fly tipping.
For example:
• Make it Easy: Lead with an explicit call to action, accompanied
by clear guidance and imagery. Use everyday language (e.g.
‘rubbish’ instead of ‘household waste’).
• Make it Attractive: Include photographs of fly-tipping in
the local area and clearly link this to fly-tippers’ unacceptable
behaviour. Frame the message positively, rather than leading
with a threat of fine or enforcement.
• Make it Social: Draw attention to fly-tippers’ anti-social
behaviour, and make use of collective words or phrases (e.g.
‘together, we’ll stamp out’).
• Make it Timely: Communicate at points in time when people
will be most receptive to receiving messages about rubbish
disposal (e.g. when moving house).
The final report is freely available online, published by Defra – search
for “Household Waste Duty of Care Communications Guide”.
SAPIR WHARF
HYPOTHESIS:

41
LOSS AVERSION:
SALIENCE:
COGNITIVE EASE:
SAPIR WHARF HYPOTHESIS:
CONTACT US TODAY

42
Staying healthy on the NHS front line
AUTHORS: ELLA JENKINS AND JORDAN BUCK
Using behavioural science to ensure NHS staff stay
hydrated, motivated, mentally healthy and socially
distanced during their shifts working at the front line
of the COVID-19 pandemic.
Amidst the 2020 COVID-19 pandemic, the NHS Nightingale Hospital
London was the first of a number of emergency field hospitals
constructed by NHS England for coronavirus patients. With capacity
for 4000 beds, the temporary hospital was created in the Excel Centre
in East London in just 10 days.
Our challenge was to rapidly deliver effective and practical,
behaviourally-informed ideas across a number of briefs, including:
• Ensuring staff stay hydrated throughout their 12 hour shifts
• Building and sustaining staff motivation and mental health
within the stressful environment
• Prompting good hand hygiene throughout the hospital
• Reminding staff to stick to the 2m social distancing rule at all
times
• Encouraging staff to appraise their achievements at the end of
their shifts
Our Approach
Due to the nature of the situation, this was a rapid challenge where
ideas were needed fast - often within a 24-hour timeframe.
As a team, we came together (virtually) to ideate around each of these
challenges, using behavioural models, frameworks and principles to
produce an array of different ideas and creative concepts which could
be worked up immediately into finalised designs and rolled out on the
hospital floor.

43
Country: England Date: April 2020
1
4
6
2
5
7
8
3
T
H
IN K RIG
H
T
D
RINK RIG
H
T
Keep you and your team alert
Take a free drink at one of the water
coolers located throughout the hospital,
encourage your team to do the same.
Keep
your
pee
You will walk on average
5 miles every shift.
Drink regularly to
improve your mental
and physical performance.
between
1 and 3
Have a drink in the
next 10 minutes
if your urine
is coloured
between 4-8,
to boost
hydration.
1
4
6
2
5
7
8
3
T
H
IN K RIG
H
T
D
RINK RIG
H
T
Keep you and your team alert
Take a free drink at one of the water
coolers located throughout the hospital,
encourage your team to do the same.
Keep
your
pee
You will walk on average
5 miles every shift.
Drink regularly to
improve your mental
and physical performance.
between
1 and 3
Have a drink in the
next 10 minutes
if your urine
is coloured
between 4-8,
to boost
hydration.

44
Our Results
Working with creative teams, we designed a series of key
communication assets to be displayed throughout the hospital.
For example, the hydration poster contained a number of behavioural
techniques to encourage staff to drink water. Including:
• Framing the 12 hour shift as comparable to a 5 mile walk
• Chunking the urine colour chart into sections (healthy vs not
healthy) to aid understanding and recall
• Using the concreteness effect to motivate people to ‘drink in the
next 10 minutes’
• Incorporating rhyme is reason in the form of ‘drink right, think
right’
• Embedding affect and priming in the imagery used
• Using the focussing effect to highlight the importance of
hydration for mental performance
Other key communications included social distancing posters which
incorporated framing (‘the contamination zone’) and concreteness
(‘one bed length’) to encourage all staff to stick to the vital 2m rule.
We also created a series of mental health communications, which used
labelling, ‘ask twice’ messaging and social norms to encourage staff to
seek help when needed, and chunking to illustrate how to do so.
These posters were placed throughout the Nightingale Hospital.
Thankfully, the hospital never reached its full coronavirus patient
capacity. We are now exploring ways of embedding similar
behaviourally-informed communications into other healthcare
facilities across the globe.

45
We’ve got your back.
If you need someone to talk to, we’re here to listen.
If you just want some company – or a snack – we can help with that.
And if all you want is some peace and quiet, we’ve got that, too.
There are
lots of
ways to get
There are
lots of
ways to get
a little
help
a little
help
All you need to do is ask
Call our 24hr on-site support team on 0778 3813 732
Psychological
support:
mental health
team on-site
Quiet room and
welfare in the
Platinum Suite
Free food
and drink
on-site
Wellbeing
updates in the
newsletter
EAP Helpline for Barts/Nightingale Hospital: 0800 085 1376
National COVID-19 NHS Support Line: 0300 131 7000 | Text “Frontline” to 85258
1-2-1 & group
sessions, mental
health training
Many staff are already benefiting from help available.
If you need someone to talk to, people are here to listen.
If you just want some company – or a snack – you can find that here, too.
And if all you want is a moment of peace, then step inside The Wellbeing Area.
Psychological
support:
mental health
team on-site
Quiet room and
welfare in the
Platinum Suite
Free food
and drink
on-site
Wellbeing
updates in the
newsletter
not to
not to be OK
be OK
It’s OK
It’s OK
It’s OK
It’s OK
It’s OK
It’s OK
not to be OK
It’s OK
Help is all around you
1-2-1 & group
sessions, mental
health training
CONTACT US TODAY
We’re here for you.
If you need someone to talk to, we’re here to listen.
If you just want some company – or a snack – we can help with that.
And if all you want is some peace and quiet, we’ve got that, too.
can go
can go
can go
A little help
a long
can go
a long
can go
can go
can go
can go
a long
can go
can go
can go
a long
can go
a long
can go
How do you like yours?
a long
way
a long
way
a long
way
Psychological
support:
mental health
team on-site
Quiet room and
welfare in the
Platinum Suite
Free food
and drink
on-site
Wellbeing
updates in the
newsletter
1-2-1 & group
sessions, mental
health training
There are many different ways to get help
If you need someone to talk to, people are here to listen.
Remember to look after yourself – and each other –
as much as you look after the patients.
You are so important to all of us.
You are not alone.
Need help? Just ask
Y
o
u are n
o
t
Y
o
u are n
o
t
alone
alone
Psychological
support:
mental health
team on-site
Quiet room and
welfare in the
Platinum Suite
Free food
and drink
on-site
Wellbeing
updates in the
newsletter
1-2-1 & group
sessions, mental
health training

46
Changing the way people report crime
AUTHORS: LEWIS ALLISON AND JORDAN BUCK
Behaviourally optimising the Thames Valley Police call
script for the 101-phone line to encourage citizens to report
non-urgent COVID-19 crimes online.
COVID-19 presented a new challenge for the Thames Valley Police
force in the UK. 101 calls, the service dedicated to important issues but
not life-threatening emergencies, received significantly higher demand
through the call centre. Many of these calls were for COVID-19 related
problems best suited to the online service.
Facing an overwhelmed hotline (which risked the vulnerable not being
able to get through), our task was to optimise the 101 call script, nudging
non-urgent COVID-19 crimes away from the 101 phone line towards the
online service, without putting anyone off reporting.
Our Approach
We had to work quickly on this project due to the nature of the
pandemic and the sheer volume of calls that Thames Valley Police
were receiving. Our approach used two key stages. Initially, we
identified our hypothesised psychological barriers using the COM-B
model, by identifying the key drivers of this behaviour and the most
important barriers for using the online service.
Once we understood the problem, we generated a new script using
the MINDSPACE framework, combined with data analysis from the
force’s team.
Once the new script was in place, we evaluated the intervention by
reviewing the number of crimes reported online pre- and post-script
changes. To control for externalities, we observed overall crime
reporting, crime reporting online, changing COVID-19 conditions and
used the number of 101 calls received by another police force as a control.

47
Our Ideas
We harnessed the psychology of social norms by indicating that ‘1000s
of callers’ were helping out the force by selecting the correct (online)
service. This message was combined with the ‘power of because’,
reminding callers why it's important they use the best service for them;
‘This assists us in prioritising Emergency Calls, which is vital so that we
can keep you, your family and our communities safe’.
Finally, to remove ambiguity and make it as easy as possible to make
the optimal decision, we gave very concrete examples of the crimes that
should be reported online. Once the script confirmed the roles of each
service, we then added in a pause. Just like a natural conversation, here
we wanted to create a natural decision point. Our hypothesis was that
by adding in a moment of reflection, we could help to change the current
default (which, at the time, was to continue listening).
Country: U.K.
Date: 13/04/20 - 26/5/20
Trial length: 4 months
“The work with Ogilvy was crucial to our success in
responding to the challenges of COVID-19. It enabled us
to move a significant proportion of our non-emergency
contact from 101 to online really quickly. Had we not
been able to do so there is little doubt it would have
made providing a 999-emergency service much harder
during what was probably the most challenging time for
us as an Emergency Service that I have been involved in.”
GAVIN MACMILLIAN, SENIOR DELIVERY
MANAGER & DETECTIVE CHIEF
SUPERINTENDENT RICHARD LIST.
THAMES VALLEY POLICE.

48
Our Results
Following the introduction of our call script, the number (the actual
volume) of crimes being reported online per day increased by
over 100%.
This occurred despite general levels of crime going down.
When we compared the actual proportion of crimes being reported
online vs over the phone, we saw an increase from 10% to 30%.
This is a whopping 200% increase in the proportion of crimes being
reported online.
Since changing the message in mid-April the percentage of people
who are nudged off 101 has averaged 26%. Up to and including August
that amounts to 71,234 callers, or 465 a day. Overall, this has resulted in
a 31% lower waiting time on 101 calls for the public.
Now with more capacity on the 101 system, officers can make sure that
the most urgent calls are being handled quickly by the correct service.

49
CONTACT US TODAY

51
INTERVENTIONS
FOR
ACADEMIA
4

52
Investigating food
waste during Lockdown
AUTHORS: CHARLOTTE WALTON AND JORDAN BUCK
Collaborating with University College London to explore
how food creativity and shopping frequency affect food waste.
Food waste is a highly prevalent and detrimental issue, with negative
environmental, social and economic consequences. Understanding the
determinants of food waste is therefore vital to inform campaigns and
behaviour change interventions.
Levels of consumer food waste dropped significantly during the
lockdown period in the UK, as citizens became increasingly aware of
the scarcity and importance of food availability. However, there was a
real risk of food waste levels rocketing again once lockdown was eased.
Food creativity and shopping frequency are two potential determinants
of food waste which have received limited previous attention in the food
waste literature. We therefore set out to investigate the effect of these on
food waste during the easing of lockdown in the UK in July 2020.
Our Approach
We administered a 2-part online survey (n=255). In the first part of
the survey, participants answered a range of novel and specifically-
designed questions which assessed their shopping frequency, cooking
approaches, food creativity and trait creativity, as well as reporting
socio-demographic information.
At the end of this part of the study, participants read a pre-statement
instructing them to pay attention to the food thrown away during the
coming week. This message served to improve the chance that subjects
would remember the food that was thrown away during the week period.
Participants were then recalled a week later to complete the second part
of the study. This assessed how much food had been wasted over the past
week by themselves and those that they were responsible for cooking
for. Results were then analysed using a multiple linear regression and
Spearman’s rank correlation.

53
Our Ideas
Food creativity is a widely cited intervention method against food
waste, which currently has limited supporting quantitative evidence.
We therefore wanted to further investigate the role of food creativity in
reducing food waste.
The scale used to measure food creativity was created for the purpose
of this study. The scale consisted of 5 items, such as “when using a
recipe I always stick to it” and “I easily find ways to use up random/
old ingredients that I have in”. Participants were asked to indicate how
much they agreed with each statement on a 7-point Likert scale from
strongly disagree to strongly agree.
Trait creativity was measured by using the Alternative Uses Test, a
commonly used test for creativity. Participants were instructed to come
up with as many uses as they could think of for a brick and a newspaper,
with a 2-minute time limit per item.
Another main relationship that we were interested in was between
shopping frequency and food waste. This study was carried out towards
the end of the lockdown period, meaning the shopping behaviours
presented may show patterns specific to this time. Indeed, through
their qualitative research carried out in April 2020, WRAP identified
that although shopping frequency had generally decreased, many had
increased their food management behaviours during this time. We
therefore expected to find a general decrease in shopping frequency,
with those shopping less frequently reporting greater food creativity
and thus less food waste.
Country: U.K.
Date: 8th-16th July 2020
Trial length: 1 week
Sample: 255 UK nationals

54
Our Results
We found that those who wasted more food tended to have a higher
income, cook less from scratch (ate more pre-prepared/ready meals),
shop more frequently, and had recently reported decreasing their
shopping frequency.
The relationship between food waste and cooking from scratch was
particularly surprising, as one might expect pre-prepared meals or
ready meals to lead to less food waste due to their pre-portioned nature.
Together, these results suggest there could be an opportunity for food
waste interventions to be targeted at manufacturers and consumers of
pre-prepared/ready meals and those who live in wealthier areas.
The finding that those who shopped less tended to waste less mirrored
our expectations that those who shopped less frequently would be
more frugal with their food due to the increased apprehension and
inconvenience around food shopping during this time period.
Food creativity and trait creativity were found to have a positive
relationship. This helps to illuminate the nature of food creativity
and suggests that creativity tests and training could be adapted for
food creativity interventions. However, an inconsistent relationship
was found between food waste and food creativity. We therefore
recommend that if using food creativity as an intervention, this should
be combined with additional intervention methods.
CONTACT US TODAY

56
Re-examining creative
approaches to Recycling
AUTHORS: CHENYI WANG AND MIKE HUGHES
Common behavioural science techniques, such as social
norm and loss-aversion, are well known for their impact
on nudging behaviour. This project put new and subtle
behavioural science techniques to the test. Four online
between-subject experimental designs were performed to
examine whether creative approaches were more powerful
than the traditional techniques in promoting cup recycling.
Over seven million coffee cups are used every day in the UK alone,
of which only 0.25% are recycled. Barriers to cup recycling include
insufficient cup recycling knowledge, ineffective cup recycling bins,
and lack of recycling motivation. Many (if not most) coffee cups are not
recyclable in municipally managed wastestreams.
Popular behavioural science tools are proved to be effective in
nudging pro-environment behaviours. Our challenge was to explore
new behavioural science insights and applications to increase cup
recycling behaviour.
Our Approach
We adopted the behaviour change wheel (BCW) model to propose
effective cup recycling interventions. Capability, opportunity and
motivation established the hub of the BCW model to generate behavioural
change. We proposed cup recycling interventions from 4 key aspects:
1. Reframing messages from a barista in-store
2. Cup packaging design
3. Messages on the cup
4. Bin design

57
The first three aspects targeted two BCW components: motivation
and capability, which aimed at increasing people’s motivations and
correct cup recycling knowledge. The last aspect targeted opportunity
and motivation, aiming to offer cup recycling opportunities and
increase motivation.
Each aspect was examined in an online between-subject
experimental design, with participants seeing different versions of
the aspect investigated.
Our Ideas
For our intervention types, we developed a range of messaging and
creative applications that each leveraged a distinct behavioural
principle — see images below.
Country: U.K.
Date: July 2nd – August 11th 2020
Trial length: 1 month
Sample: 404
1. Reframing messages
from a barista in-store
Condition 1 (the control) Condition 2 Condition 3 Condition 4 Condition 5
Reciprocal Altruism
Reframing
New Recycling Logo
Traditional Recycling Logo Interactive Design
Perceptual priming
Positive Framing
Non recycle Message

58
Our Results
1. Reframing messages from a barista in-store
We found that reciprocal altruism (the barista asking for a favour)
increases likelihood of recycling the most. When using reciprocal
altruism, we recommend that:
1. The favour should include a monetary incentive.
2. General words (such as ‘tip’) should be used instead of
monetary amounts (e.g. 25p)
3. People need to know who is benefitting from their good
behaviour.
The Positive framing condition combining informational and
motivational approaches generates greater impact on recycling
likelihood than using either informational approach (revised
logo condition) or motivational approach (interactive design
condition) alone.
The new recycling logo did not achieve the expected level of positive
effect compared to the regular recycling logo. We recommend to
1. Present precise and prominent cup recycling instructions
together with a new logo to effectively convey educational
purpose, and
2. Increase the exposure of the new recycling logo and familiarity
with it

59
3. Messages on the cup
A one-way ANOVA indicated that the message applying social
norms is a powerful tool to nudge cup recycling behaviours since it
significantly increases recycling likelihood and is perceived to be
the most persuasive condition.
Participants found the message applying loss-aversion to be
persuasive, but such persuasiveness did not make the recycling
behaviour seem much easier. Despite a lack of statistical
significance, the cup recycling behaviour was perceived to be the
most difficult in the “loss-aversion” condition. Therefore, we'd
recommend pairing loss-framed messages with clear recycling
instructions to make sure that recycling seems easy to do.
4. Bin design
The online test indicated that participants seeing the future bin
viewed significantly higher likelihood of their friends’ (p=0.018)
and other people’s recycling behaviour (p< .001 ), compared to
the control.
We suggest two key elements of the future bin are:
1. a transparent appearance presenting informational cues and
triggering people’s imitating behaviour, and
2. affordance cues (e.g, cup-shaped top), rather than cues such as
instructive images in the baseline bin design.
CONTACT US TODAY

60
Behavioural Principles Explained:
Affect. Our actions are powerfully shaped by our emotions.
Affordance Cues. Affordance cues give us a hint of how we should interact with something.
Ambiguity aversion. We have an instinctive avoidance of the unknown.
Broken Window Effect. Visible signs of anti-social behaviour encourage further anti-social
behaviour and crime.
Anchoring. We rely heavily on initial pieces of information as a reference point for making
subsequent decisions.
Chunking. Smaller, individual tasks are perceived as less daunting than bigger ones with multiple,
interacting stages.
Cognitive Ease. We have a preference for tasks that are perceived as “easier” to achieve.
Commitment. We like to be seen to be consistent in our promises and actions.
Concreteness. We process concrete concepts more easily than abstract ones.
Costly Signalling. We trust things more when we feel there is an inherent cost attached to
producing them.
Endowment. Closely related to the concept of loss aversion, the prospect of owning something
increases its value to us.
Effort Reward Heuristic. We value things more when we have expended more effort on them.
False Consensus Effect. We overestimate the extent to which others share our beliefs, preferences
and opinions.
Framing. People react differently to information depending on how it is presented.
Goal Gradient. The closer we think we are to completing a goal, the more we try to achieve it.
Hawthorne Effect. People who are subjects of an experimental study are inclined to change their
behaviour because it is being studied.
Labour Illusion. We value things more when we believe extra effort has been exerted on our behalf.
Loss aversion. We are more motivated to avoid losses than to pursue gains.
Ostrich Effect. We tend to avoid making choices when faced with a potentially negative outcome.
Power of Free. We see no downside to FREE – this makes it overly, irrationally attractive.
Present Bias. We have a tendency to settle for shorter term, more immediate gains over greater
long-term gains.
Reciprocity. We feel compelled to return favours done on our behalf.
Regret aversion. When people fear that their decision will turn out to be sub-optimal or wrong in
hindsight, they attempt to minimise potential regret.
Salience. Our attention is drawn to what’s novel and seems relevant to us.
Scarcity. We value things more highly when we believe that they are limited in supply.
Self-efficacy. An individual’s belief in their ability to achieve a goal.

61
Behavioural Frameworks Explained:
COM-B. The COM-B model is a powerful diagnostic tool, which can help us understand and prioritise
why a desired behaviour is or isn’t happening. Developed by Susan Michie et al. at UCL, the model helps
us identify key barriers to overcome, and key drivers to leverage for preferred behaviour change.
For more information: https://www.ncbi.nlm.nih.gov/pubmed/21513547
MINDSPACE. MINDSPACE is a behaviour change framework that boils down the last century of
behavioural research into nine principles of human behaviour. Professor Paul Dolan and some of
the world’s leading behavioural thinkers have developed the MINDSPACE framework to make it
possible to apply psychological insights to non-academic settings.
For more information: https://www.instituteforgovernment.org.uk/sites/default/files/
publications/MINDSPACE.pdf
EAST. A behaviour change framework developed by The Behavioural Insights Team, EAST
suggests that if you want to encourage a behaviour, make it Easy, Attractive, Social and Timely
(EAST).
For more information: https://www.behaviouralinsights.co.uk/wp-content/uploads/2015/07/
BIT-Publication-EAST_FA_WEB.pdf
Social Control . Our relationships, commitments, values, beliefs and norms encourage us not to
break the law.
Social Norms. Our behaviour is heavily influenced by that of others, with common patterns
signalling what is 'appropriate’.
Introducing Ogilvy Consulting Behavioural Science.
A unique skillset of psychologists, designers,
evolutionary biologists & marketers.
With a global hub in London, we work to creatively apply the insights of behavioural science
to diagnose, create and validate what we call ‘Unseen Opportunities’.
Be it tasked with improving the security of Europe’s busiest airports, changing how people
interact with the world’s most popular social media or leading sustainability projects across
the UK, our work spans product design, experience design, organisational change and
behaviour change campaigns.So, if you’ve identified a behaviour to change, face a ‘sticky’
challenge that traditional methods haven’t solved, or simply have an interest in being more
creative with the psychological power embedded within your brand, communications and
customer channels, we believe ‘Unseen Opportunities’ await.

62
ns
t your
with
Sustainability &
Social Change
What is the intention-action gap
and how can behavioural science
help to narrow it?
Product
Development
We believe the greatest gains
for product uptake, engagement
and success come from
psychology, not technology.
Unconscious Bias
in Organisations
Going beyond training to
remove bias from
organisational processes.
of
ign
s about
ce, and
s?
Behavioural
Safety
We didn’t evolve to work in
factories; how can behavioural
science help to narrow it?
Charity
& Donation
How can behavioural
science make charities
stand-out?
Growth
& Conversion
What’s the proportionality
bias and how does it harm
your growth?
welcomed people from around the world to join Nudgestock, our festival of behavioural science
y, we shared our team’s perspective across a range of specialist areas. You can access this
mation about how behavioural science can address your challenge, via the links below:
ecialist Areas:
Behavioural
Communications
How to diagnose and direct your
communications strategy with
behavioural science.
Sustainability &
Social Change
What is the intention-action gap
and how can behavioural science
help to narrow it?
Product
Development
We believe the greatest gains
for product uptake, engagement
and success come from
psychology, not technology.
Uncon
in Org
Going be
remo
organisa
The Psychology of
Experience Design
What can magicians teach us about
the psychology of experience, and
how can we harness this?
Behavioural
Safety
We didn’t evolve to work in
factories; how can behavioural
science help to narrow it?
Charity
& Donation
How can behavioural
science make charities
stand-out?
G
& Co
What’s th
bias and
yo
On June 12th, 2020, we welcomed people from around the world to join Nudgestock, our festival of be
and creativity. On the day, we shared our team’s perspective across a range of specialist areas. You c
content, and more information about how behavioural science can address your challenge, via the links
Some of our Specialist Areas:
Some of our Specialist Areas:
On June 12th, 2020, we welcomed people from around the world to join Nudgestock, our
festival of behavioural science and creativity. On the day, we shared our team’s perspective
across a range of specialist areas. You can access this content, and more information about
how behavioural science can address your challenge, via the links below:

63
Editors of this document:
Ella joined the Behavioural Science Practice after a successful Summer
School in 2019, and now works as a Consultant in the team, where she
thrives on solving the stickiest of behaviour change challenges.
From understanding the psychological experience of fertility
interventions, to exploring new technologies and breaking habits in long-
term smokers, her passion is bringing the best of behavioural science and
creativity to health-based initiatives.
Ella is also experienced in coordinating behavioural science training,
most recently training the World Health Organisation’s communications
team in behavioural insights during the COVID-19 pandemic.
Ella’s academic background is in Psychology, achieving a BSc from
UCL and MSc from City University. As a self-confessed ‘COM-B nerd’,
Ella gets excited by the fact she has published research with its author,
Susan Michie.
ELLA
JENKINS
Consultant
An innovative and creative behavioural strategist, Mike excels at
solving complex problems through behavioural insight and creative
thinking.
Having graduated with a Masters degree in Psychology 2016, Mike
successfully applied for the Ogilvy Summer School and never really
left. Since becoming a consultant in 2017, Mike has worked on some
of the nation’s stickiest challenges, prototyping novel interventions
to combat food waste and effectively helping councils to reduce their
organisational debt.
Mike has a deep understanding of how people engage with digital
applications and has been the behavioural consultant to some of the
world’s leading social media companies, helping to design and optimise
their services and products.
Mike is host of Ogilvy’s ‘O Behave’ podcast, you can listen to new
episodes every month here:
https://soundcloud.com/o-behave.
MIKE
HUGHES
Senior
Consultant

64
April 2021
This paper is published by Ogilvy
Consulting. No article may be
reproduced or transmitted in any
form without the written permission
of the publisher.
© Ogilvy Consulting
O BEHAVE BLOG
https://medium.com/o-behave
O BEHAVE PODCAST
https://soundcloud.com/o-behave
NUDGESTOCK
https://www.nudgestock.co.uk
Every month the Behavioural Science Practice team publish the latest in
psychological insights and case studies. You can find them on the OBehave
podcast and their Medium blog. The team are also behind Nudgestock, the
world’s leading festival of Behavioural Science and Creativity.
For information about any of the information in this
document, please contact sam.tatam@ogilvy.com
Behavioural Science
Annual 2018-2019 –
WPP Atticus Award
winner 2020

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