susanne-brogger

Hold Danmark Rent Nudging-­‐camp

Susanne Brøgger, Hold Danmark Rent

Hold Danmark Rent Hold Danmark Rent is a networking organization designed to reduce the problem of littering and change the litter attitude of the Danish people

Background Ø Litter is a large and growing problem Ø Annual cost of 500 million Danish kroner - rise in expenditures Ø Local demand for knowledge and tools Ø A vast majority of the Danes think it is offensive to drop litter - but a lot throw it anyway - Change in litter attitude in the Danish population?

Hold Danmark Rent – a young organisa:on Established by: • The Danish Ministry of the Environment • The private industry • Voluntary organizations

Our project partners The public system The private industri Population in generel

Our values Joy Openness Responsibility

Our 3 main focus areas • Campaigns • Communication • Knowledge

NUDGING OF LITTERING BEHAVIOUR IN RESIDENTIAL AREAS AND HOUSING ASSOCIATIONS

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

FIELD VISITS AND INTERVIEWS IN SKOVPARKEN • Approximately 4.000 tenancies • Mainly blocks of flats and low-rise buildings • Occupied by tenants of about 29 different nationalities

The results of the field visits and the interviews are a number of observations which are summarized below in four points: • Survey of behaviour • Observed behaviour and norms • Situations with relevance to tenants • Situations with relevance to non-tenants INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

WHAT IS A NUDGE? A nudge is an attempt to influence people’s choices and behaviour in a predictable direction without limiting their options or substantially altering the costs of the action alternatives (including economy, time, inconvenience, social sanctions and the like). Nudging is motivated by biases in our individual decision-making and the nudges are in fact often brought on by using those same biases.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

DEVELOPING NUDGES • Observe behaviour • Define barriers • Create solutions

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

PRINCIPLES - That underlie the development of nudges in this catalogue

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

• BEHAVIOURAL INFLUENCES When nudging you can try to create, change or stop behaviour.

• ”GO WITH THE FLOW” Adjust the surroundings to the existing behaviour of the tenants/residents.

• INTENTIONS AND ACTIONS Support people’s existing behaviour.

By identifying the locations and actions that create waste, it is possible - by simple means - to channel the behaviour into something positive, by arranging the surroundings based on this.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

• MAKE IT EASY Make it easy for the tenants/residents to do the right thing.

• EXPERIENCED PRESENCE There are good reasons to believe that experienced presence promotes pro-social behaviour.

We experience presence when our surroundings encourage it.

• BROKEN WINDOW An area that is neat, clean and well maintained, holds a high probability to remain that way.An area that on the other hand is messy, dirty and marked by vandalism will most often attract and invite more of the same.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

• GOAL SUBSTITUTION Goal substitution is a useful and frequently used method. One of the ways in which it can be implemented is in terms of motivating children to perform certain actions. This can for example be achieved by making the desired action part of a game.

• VISIBILITY By creating a uniform visual expression and an inviting design as well as introducing a stronger color code on important objects, we can activate the residents’ intentions at just the right moments.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

• DESIGN PRINCIPLES Textless solutions ensure a broad understanding in a multicultural and social context.

On elements that function as entrance-elements to the residential area, Skovparken, it is important to continually work on creating a visible presence of the residents in the area.

Ongoing work with signal colors at key locations help ensure the visibility of important elements.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

LITTER NUDGES

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 1

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION It is a quite natural human tendency to get rid of whatever you might be holding in your hands, when you need to use your hands for something else.

One example of this behaviour can often be seen outside door and entrance areas where an incredible amount of cigarette butts are casually thrown.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”make it easy” Place buckets with sand approximately 1 metre from the entrance doors.

• This gives the residents an easy way to get rid of their ”hand-litter”. At the same time the sand invites you to extinguish your cigarette properly.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 2

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION Unseen basement areas are used to cut hair.

• Alternative uses of areas often lead to littering.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”go with the flow” & ”experienced presence” • Place remedies for ad hoc hairdresser activities in the basement as well as remedies for cleaning up after one self, i.e. a chair, broom, dustpan, trash can and a mirror.

• In addition; Put op posters with a portrait of a friendly caretaker, thus ensuring the experience of presence.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 3

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION Bikes are stacked in the basement.

• The residents react to the bikes but have no immediate solution to the problem.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”inten:ons & ac:ons” • Set up references to ”the right thing to do” at the spot where the stacked bikes are accumulating.

• This form of communication requires further reference to the existing bike shop elsewhere in the area and that the bike shop is visible to the residents.

• Hang posters with images of a friendly caretaker/ experienced presence.

• Plan a resident cleanup day where the residents, among other things, gather the old bikes and deliver them to the bike shop.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 4

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • At the bus stops near Skovparken and at the natural ”entrance areas”/”no man’s land” litter is often thrown in the bushes and near the fences as well as next to the existing trash cans.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION • Place larger trash cans in the area.

• Have the trash cans emptied more often.

• The trash cans are to be marked clearly, and elements that contribute to making the trash cans appear as part of a residential area are transferred to their surface.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 5

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • Trash bags are left in front of ”Miljøgården” (garbage depot) outside of the opening hours

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”go with the flow” • A trash chute for trash bags delivered outside of the garbage depots opening hours is established.

• Alternatively an area covered with garden tile will support the corresponding pre-existing behaviour in a positive direction.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 6

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • Many of the residents aren’t aware of the existence of ”Miljøgården” (the garbage depot). It lacks visibility. The signage only describes the types of waste that it is not possible to dispose of here.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”create visibility” • ”Miljøgården”/the garbage depot must be made visible on location and in the area in general.

• By creating new signage, the types of trash you can dispose of at the garbage depot is made visible to the residents. The signage must be textless as to ensure a broad understanding amongst the various nationalities present.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 7

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION / broken window • The viaduct is a virtual no man’s land. The tunnel walls are generally covered with graffiti and tags.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”experienced presence” • By engaging the children of Skovparken (the residential area) in decorating the walls of the tunnel, we strengthen the sense of ownership in that particular area. At the same time this gives outsiders the feeling of moving around in a space that is inhabited by other people.

WE STRENGTHEN THE NORMS AROUND THIS AREA INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 8

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • Litter is casually thrown on the walking paths near the viaduct.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”experienced presence” • A pair of eyes are placed on the viaduct walls.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 9

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • The trash bins in the laundry room are filled and there is litter on the floor.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”go with the flow” & ”experienced presence” • Place larger trash bins in the laundry room.

• Empty the trash bins more often.

• Mark the trash bins with the words ”Our laundry room”.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

NUDGE # 10

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SITUATION • Litter is thrown over the sides of the playing field.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen

SOLUTION/ ”go with the flow” • Place trash bins along the sides of the playing field.

INUDGEYOU v/Pelle Guldborg Hansen, Sille Krukow & Andreas Maaløe Jespersen