Wrigley - Bin it for good!
Dans le cadre des "Nudges for good", voici un nudge de Wrigley.
Discover how bins were reframed to encourage people to put their litter into them.
1. What is the observed insight?
Too many people drop their litter irresponsibly. At the moment there is little incentive for the public to do the right thing, beyond pride in their local area, which doesn’t apply to all the public.
2. What is the behavioural challenge?
We want people to do the right thing and put their litter in the bin. In particular we want to target people who currently don’t dispose of their litter, despite there being available bins.
3. Why should we embrace it?
Cleaning litter from the streets costs councils money and makes local communities look unsightly. Though it is the individual that is being irresponsible in not disposing of their litter, it does impact the perception of the brands that are littered. It is therefore important to play our part in reducing littering, working with councils and other groups in partnership.
4. The Nudge
PRINCIPLE: By linking the disposal of litter to a donation to charity relevant to those people who don’t currently dispose of their litter responsibly, we incentive people to do the right thing.
EXECUTION: Linking with anti-littering group, Keep Britain Tidy and a local council, we identified three local charities to partner with. Bins were wrapped to look like charity boxes and local media was also targeted to ensure people heard about the campaign. We measured levels of litter before and after the campaign to assess the impact of the campaign.
5. Evidence path
FIELD EVIDENCE:Average of 43% reduction in litter on the street during the experiment. Increasing reduction during the experiment. Highest reduction after the experiment and 30% public awareness of the campaign.
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