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,...