>> Select cards to uncover relevant "pathways" to flip your challenges into opportunities
A-Side Cards. Supposedly irrelevant factors
Personalise
Desire
Appeal
Simplify
Go-to option
Fluency
B-Side Cards. Social context a.k.a. milieu
Convert
Convince
Prompt
Pledge
Norms
Influence
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Your Pathways for behaviour change

Norms

Show the expected behaviour

O7

Social norms - descriptive

We are heavily influenced by what we believe others do.

» When more than half the people participate in a behaviour (eg. 80% pay taxes), we can show this norm as a total - 8 out of 10 people pay their taxes » When less than half the people participate (eg. 2% cycle), we show the norm as an absolute number - Join the 2,000 people that cycle everyday

O8

Social norms - injunctive

We are influenced by what we believe is socially acceptable behaviour.

» Make the expected positive behaviour highly visible » Acknowledge positive behaviours through rewards and recognition » Introduce group competitions to encourage participation

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