Fire Safety: How a clock nudged a nation so fire couldn't kill

This case study demonstrates how the Department for Communities and Local Government in the UK nudged people into checking their smoke alarms by connecting it with a pre-existing behaviour.

Fire Safety: How a clock nudged a nation so fire couldn't kill

Principal authors: Alice Huntley and Alison Hoad, RKCR/Y&RContributing authors: James Webb and Mary-Ann Auckland, Department for Communities and Local Government; Maziyar Karimian, RKCR/Y&R

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 fail to follow through – sometimes with fatal consequences. To reduce the number of people dying through want of a working smoke alarm, we needed to find...

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