Yesterday we had a heart-warming encounter with a homeless man, which got us thinking: How could we apply some behavioural design thinking to get people to care more about the homeless? Here's four ways to solve this challenge. And on a side note: We finished the lineup for the second edition of Behavioural Design Fest in September. It's going to be awesome. More about Fest at the bottom of this mail.
I hope you enjoy this edition,
A Tough Behavioural Design Challenge
Homeless people face a pretty tough behavioural design challenge: How do you succeed to get people to give you a bit of money? The big problem is that there are quite some barriers to giving:
- People don't have small cash on them
- People often don't trust homeless people: They're afraid the money will go straight into buying drugs or alcohol
- Social anxiety: When there are no visual signs of other people giving money, you can quickly think of yourself as the only sucker with a weak disposition called compassion.
Now Imagine that I gave you a briefing in which I ask you to find a solution to the problem of helping homeless people to get more donations.
What would you do?
If you work in advertising, there is a big chance you will come back with a campaign that gives beggars a face and a story. Your campaign strategy will probably aim at increasing the motivation to donate by calling for more empathy. This campaign will probably have some effect on awareness, but won't contribute much to
By contrast, when you would approach the briefing from a Behavioural Design perspective, you would come up with more practical strategies, based on a better understanding of behaviour and how influence works.