Changing behaviour without changing minds

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Changing behaviour without changing minds :

Jonathan Daly | Travel Behaviour Change Changing behaviour without changing minds

Slide 2:

Tony Abbot Coercion Emotion Cultural Engagement The Agenda 1 2 3 4

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Changing perceptions by tapping into emotion, through cultural engagement, to help normalise cycling

Does Tony Abbot influence the perception of cycling? :

Does Tony Abbot influence the perception of cycling? 1

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Will this image resonate with most people?

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Is the perception of cycling a barrier to participation ?

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All the gear and no idea?

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Creating fear and anxiety …so cycling is perceived as a dangerous activity

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People who cycle flaunt the rules?

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“You cyclists, you’re all the same!”

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the tail is wagging the dog… …which doesn’t make for happy dogs

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Can a different perception increase participation ?

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Cycle chic?

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Naked cycle chic?

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Normal people + Normal clothes = Normal activity?

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Key message 1 Normalising cycling begins with the a mind shift in perception

Why change should not be coerced :

Why change should not be coerced 2

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Change your behaviour!

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What is the alternative to forcing change ?

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Influence is persuasive

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Individual Factors Social Factors Physical Environment Policy & Regulatory Factors Context is everything!

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Key message 2 Change doesn’t have to be forced, when it can be influenced

Why emotion, not rationality, is at the heart of change :

Why emotion, not rationality, is at the heart of change 3

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What moves us changes us Lessons from history

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Ataturk bans the veil Creating an aversion to a behaviour

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Friedrich promotes spuds Creating a desire for a behaviour

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Subconscious behaviour change Through empathy

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Empathetic Signage Speed sign from the UK 53% ↓

Standard :

Standard Empathetic

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Key message 3 Emotion, not rationality has the greatest influence on our behaviour

Transcending conflict with cultural engagment :

Transcending conflict with cultural engagment 4

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“For half a century cycling has steered its way into the heart of Danish perception through the visual arts, poetry and language.” Danish Cycling Embassy

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ART MUSIC FASHION FILM Cultural Acupuncture

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture Challenge perceptions Counter negativity Create curiosity Trigger emotion

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion

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Captivating people and spreading the good news The power of cultural engagement

We are captivated by fun and humour! :

We are captivated by fun and humour! …it opens us up to new ideas!

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The Fun Theory

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Fun and humour create buzz …and buzz is contagious

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it spreads through word-of-mouth

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Behaviour clusters in social networks

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Foundation building with social change

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Performance arts Meet Antanas Mockus… former Mayor of Bogota, Columbia

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Performance arts “Through art and our aesthetic and ethic expression we will educate the citizens”. “Once we have diagnosed the problem, we can establish which behaviour has the biggest impact on traffic jams.”.

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He used performance arts to… create social disapproval of negative behaviours

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…led the physical transformation of Bogota Enrique Penalosa, who became the next mayor…

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Key message 4 Emotion is at the heart of cultural engagement

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In Summary Normalising cycling begins with a mind shift in perception Change does not have to be forced when it can be influenced Emotion, not rationality has the greatest influence on our behaviour Emotion is at the heart of cultural engagement

Changing behaviour without changing minds

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Presentation Transcript

Changing behaviour without changing minds :

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Does Tony Abbot influence the perception of cycling? :

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Why change should not be coerced :

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Why emotion, not rationality, is at the heart of change :

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Standard :

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Transcending conflict with cultural engagment :

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The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture :

The 4 Goals of Cultural Acupuncture :

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We are captivated by fun and humour! :

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