CHANGING BEHAVIOUR USING DESIGN

Humans are the fabric of society. Without humans, societies can hardly survive, advance, evolve, and prosper. Most problems if not all were created by humans and most likely most of these problems are going to be solved by humans. As societies evolve, problems are created, some are solved, new behavioural patterns emerge which could create more problems. A sub-standard product that is meant to solve a problem can solve the problem in a short term but lower the standard of living in a long term. A good product can completely change how people behave which can then create new problems. For example, Zoom, Teams, etc helped establish the possibilities of remote work or working from home to reduce the spread of COVID-19 during the lockdown but most employees complained about working round the clock without breaks. Smartphones were supposed to help connect people and blur border lines but with smartphones in everybody’s hands, people are more occupied with social media consuming all forms of content including fake news which in a way is shaping their perception about the world and influencing how they behave.

Today, some tech giants are accused of allegedly selling data that have been accumulated through their platforms over the years as they could determine what content people consume, the products they are likely to purchase by virtue of the history of products they search for and even influence the decisions of people towards an election and change governments. The Great Hack and The Social Dilemma (on Netflix) would help put things in perspective about how human behaviour can be influenced and designed using social media and data analysis. In the early 40s, the Nazi government used propaganda through television and cinema to influence and prepare the German people for WW2. They were made to believe that they were a more superior race and showed the world how large and deadlier their army and artilleries were before and during the war (the same pattern is apparent today with North Korea). The American government had to use cinema too to recruit for the war and constantly use it to motivate the soldiers so as not to lose the war (kindly watch Five Came Back on Netflix).

Design can be used to manipulate humans and at the same time used to do a lot of good. It all starts with empathy, the understanding of humans, and the study of behavioural patterns within a society. Design, when used ethically can truly change how people behave for good.

CASE STUDY

In 2016, I led a team at Fuel that attempted to solve the problem of people crossing the major highways in Lagos without using the pedestrian bridges. It was a personal project that I had worked on while I was at Etu-Odi but fully developed at Fuel under The Life Brief Initiative. We tried to partner with the Lagos State Government and the Kick Against Indiscipline (KAI) department. We presented the idea to a Permanent Secretary in Governor Ambode's government and the feedback we got was they were not ready to scare the people and lose the 2019 election (this was in 2016). The mistake we made was pitching the idea to the wrong people or not having the courage to execute the idea ourselves.

Looking back after 4 years, I am glad that I attempted it with the team so I decided to share and get public opinion.

THE PROBLEM

People crossed the highways even when a pedestrian bridge is close to them causing several deaths every year.

THE BRIEF

Reduce Pedestrian deaths by triggering the use of pedestrian bridges.

In trying to understand why people neglect the pedestrian bridges to cross the highways, we assumed that these people were obstinate about the issue but discovered during several interviews at Ojota that most of them had several excuses as stated below.

• Some wanted to get to the other side faster
• Some get tired quickly using the bridge
• Some were frightened by the dilapidation of the bridges (before they were fixed)
• Some wanted to avoid beggars and pickpockets

INSIGHT

Observing how people behave like the first two top illustrations on the left, we discovered that some people would still go against the law knowing they could bribe their way out but what they won't dare is go against fetish laws as shown in the illustrations below.

I doubt if any official would dare climb the electric pole to disconnect the electric power of the residents within a radius where the electric pole is situated.

The government renovated the bridges and installed barricades but people still crossed the highways neglecting the bridges. It was apparent that we were dealing with a behavioural problem and no matter the barricades, the renovated bridges, nothing really changed.

THE IDEA

By using shock tactics, we thought about installing fake tombstones in the middle of the highways close to the pedestrian bridges.

EXECUTION

In the middle of the night, fabricated tombstones will be installed to simulate a burial ground. In the morning as the regular culprits try to cross the road, a team of pallbearers and band boys carrying a casket will follow them as though escorting them to their burial ceremony.

A support team will then approach them and hand them fliers, addressing them and the gathering crowd about the campaign and the importance of using the pedestrian bridge.

THE FLYERS/POSTERS

BACK OF FLYER

The activity will be repeated at intervals to a new audience. Those using the bridge will be rewarded with t-shirts, keyholders, water bottles, etc.

Interestingly, we attempted to develop a game called KROSS IT to sensitize and engage the general public online about the campaign.

THE CHARACTERS

THE GAME LAYOUT

Do you think the idea would have worked and helped make them use the pedestrian bridge?

Kindly comment in the comment section.

CREDIT

Associate Creative Director / Design Director: Olalekan Akinyele

Strategy: Damola Bamgboye

Copywriter: Samuel Akintan / Olalekan Akinyele

Art Director: Kayode Olotu / Olalekan Akinyele