Fire Safety: Creating a new behavioural association

This case study describes a campaign by the British government Department for Communities and Local Government, which sought to increase the numbers of people who regularly test the smoke alarm in their home is working.

Fire Safety: Creating a new behavioural association

Neasa CunniffeRKCR/Y&R London

Summary

"I myself am made entirely of flaws, stitched together with good intentions"Augusten Burroughs

This paper starts with the hard truth that people often really want to do the right thing, but can sometimes fail to follow through. We needed to find a way of helping people to help themselves, and turn their good intentions into action.

We did it by creating a new behavioural association. In making a behavioural link between changing your clock and testing your smoke alarm, we gave people a useful memory aid,...

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