So I had a bit if a cold recently and saw my work on the back of the tissue packet.
This is from a few years back. You may remember Keep Britain Tidy, who still exist to stop lazy Brits littering everywhere.
They wanted to criticise litterers and make them aware of the scale of the problem.
I told them that would only reinforce behaviour, and a mere 're-brand' wouldn't work.
The thinking was a simple re-framing of the problem. UK folks are increasingly proud of their community (especially young folks, who are still growing in this area today would you believe) but don't connect litter to community spirit.
So the idea was to change the logo from 'Britain' which is too big and impersonal and show that every decision not to litter is little act of community building - my proposition was 'love where you live', which was buried in the client's literature already.
And it really worked.
Nice to see they are still using it.
Oh, and the moral of the story is, define the real problem in the behaviour of real people driving the issue.
And, sometimes the client has the answer, they just don't know it yet.
And yes, it's behavioural science in action, but really, it's simply thinking of people as people, not a 'target'.
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