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Changing behaviour without changing minds

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Information about Changing behaviour without changing minds
Education

Published on October 19, 2010

Author: jonathandaly

Source: authorstream.com

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Changing behaviour without changing minds : Jonathan Daly | Travel Behaviour Change Changing behaviour without changing minds Slide 2: Tony Abbot Coercion Emotion Cultural Engagement The Agenda 1 2 3 4 Slide 3: Changing perceptions by tapping into emotion, through cultural engagement, to help normalise cycling Does Tony Abbot influence the perception of cycling? : Does Tony Abbot influence the perception of cycling? 1 Slide 5: Will this image resonate with most people? Slide 6: Is the perception of cycling a barrier to participation ? Slide 7: All the gear and no idea? Slide 8: Creating fear and anxiety …so cycling is perceived as a dangerous activity Slide 9: People who cycle flaunt the rules? Slide 10: “You cyclists, you’re all the same!” Slide 11: the tail is wagging the dog… …which doesn’t make for happy dogs Slide 12: Can a different perception increase participation ? Slide 13: Cycle chic? Slide 14: Naked cycle chic? Slide 15: Normal people + Normal clothes = Normal activity? Slide 16: Key message 1 Normalising cycling begins with the a mind shift in perception Why change should not be coerced : Why change should not be coerced 2 Slide 18: Change your behaviour! Slide 20: What is the alternative to forcing change ? Slide 21: Influence is persuasive Slide 22: Individual Factors Social Factors Physical Environment Policy & Regulatory Factors Context is everything! Slide 23: Key message 2 Change doesn’t have to be forced, when it can be influenced Why emotion, not rationality, is at the heart of change : Why emotion, not rationality, is at the heart of change 3 Slide 25: What moves us changes us Lessons from history Slide 26: Ataturk bans the veil Creating an aversion to a behaviour Slide 27: Friedrich promotes spuds Creating a desire for a behaviour Slide 28: Subconscious behaviour change Through empathy Slide 29: Empathetic Signage Speed sign from the UK 53% ↓ Standard : Standard Empathetic Slide 31: Key message 3 Emotion, not rationality has the greatest influence on our behaviour Transcending conflict with cultural engagment : Transcending conflict with cultural engagment 4 Slide 33: “For half a century cycling has steered its way into the heart of Danish perception through the visual arts, poetry and language.” Danish Cycling Embassy Slide 34: ART MUSIC FASHION FILM Cultural Acupuncture The 4 Goals of Cultural Acupuncture : The 4 Goals of Cultural Acupuncture Challenge perceptions Counter negativity Create curiosity Trigger emotion The 4 Goals of Cultural Acupuncture : The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion The 4 Goals of Cultural Acupuncture : The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion The 4 Goals of Cultural Acupuncture : The 4 Goals of Cultural Acupuncture Change perceptions and attitudes Counter negativity Create curiosity Trigger emotion Slide 39: Captivating people and spreading the good news The power of cultural engagement We are captivated by fun and humour! : We are captivated by fun and humour! …it opens us up to new ideas! Slide 41: The Fun Theory Slide 42: Fun and humour create buzz …and buzz is contagious Slide 43: it spreads through word-of-mouth Slide 44: Behaviour clusters in social networks Slide 45: Foundation building with social change Slide 46: Performance arts Meet Antanas Mockus… former Mayor of Bogota, Columbia Slide 47: Performance arts “Through art and our aesthetic and ethic expression we will educate the citizens”. “Once we have diagnosed the problem, we can establish which behaviour has the biggest impact on traffic jams.”. Slide 48: He used performance arts to… create social disapproval of negative behaviours Slide 49: …led the physical transformation of Bogota Enrique Penalosa, who became the next mayor… Slide 50: Key message 4 Emotion is at the heart of cultural engagement Slide 51: In Summary Normalising cycling begins with a mind shift in perception Change does not have to be forced when it can be influenced Emotion, not rationality has the greatest influence on our behaviour Emotion is at the heart of cultural engagement Slide 52: In Summary Normalising cycling begins with a mind shift in perception Change does not have to be forced when it can be influenced Emotion, not rationality has the greatest influence on our behaviour Emotion is at the heart of cultural engagement Slide 53: In Summary Normalising cycling begins with a mind shift in perception Change does not have to be forced when it can be influenced Emotion, not rationality has the greatest influence on our behaviour Emotion is at the heart of cultural engagement Slide 54: In Summary Normalising cycling begins with a mind shift in perception Change does not have to be forced when it can be influenced Emotion, not rationality has the greatest influence on our behaviour Emotion is at the heart of cultural engagement Slide 55: www.ghd.com

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