O6

Salience

» Grab the attention of your audience with an interaction that stands out » Try something short and snappy or even make it rhyme » Get people to compete as a group for a common goal

Research. In order to reduce their £20 million cleaning bill, Southwark Council hired actors in giant litter costumes to cheer and thank people who put litter in nearby bins. While the programme was not formally evaluated, citizen satisfaction and street cleanliness improved following the campaign which brought litter top-of-mind for residents.

Dolan et al. (2010). MINDSPACE: influencing behaviour for public policy.

“Whatever you focus your attention on will become important to you even if it's unimportant.”

Pairing . Try combining with (M4) Goal dilution.