» 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

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