"The most potent things are actually very small"

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What if big problems in your district could be solved with small solutions—ones that are cost-effective and less labor-intensive? Wouldn’t that be the dream scenario? One neighborhood in England did just that.?

Woolwich, in southeast London, struggled with looting and other crimes after the 2011 England riots. The city hired local marketing agency Ogilvy and Mather to come up with a creative solution to address the problem. Tara Austin, the mastermind behind the project, had read research about “baby schema,” and how faces of babies triggered care-taking responses in adults. Austin’s solution was simple but profound: paint the metal shutters with baby faces. With the help of local graffiti artists, they hoped these images would inspire change and evoke a calming response in the community.

The experiment, fondly named Babies of the Boroughs, was a huge success. Crime was reduced by 24% in the first year and by almost half in five years. Furthermore, the city saved money by thinking creatively; the experiment was less than half the cost of hiring a police officer to patrol the area. Since its launch, the Babies of the Boroughs concept has been used in several different neighborhoods in London to help reduce crime.?

Babies of the Boroughs is one of many examples that support the theory of behavioral economics—the study of psychology and economic decision-making. It analyzes why we behave the way we do and how we are often persuaded by small things.

The truth is, big problems can have small solutions. Maybe your community is struggling to connect with your leadership team. Improving perception and trust may be as simple as writing a handwritten note. Hollis Milton , Superintendent at West Feliciana Parish Schools, did just that.

Milton begins each week by observing and listening to students, families, and faculty in his district. He writes about 50 letters a week, celebrating successes and providing support to his community. Milton’s handwritten notes have had a transformative impact at WFPS. “I’ll have parents come up to me and go, ‘That letter you wrote to my child meant everything to us. For you to take the time out of your busy schedule and write that spoke volumes about how much you care,’” Milton says.

Whether you’re working in a small school district or a large one, this way of problem-solving is inspiring. Most schools don’t have large marketing budgets to begin with—and that’s okay. Having a big budget to work with is nice, but you don’t need one to be effective. The solution is oftentimes smaller than you think. By understanding the science of behavioral economics, you can turn even the biggest problems into successes with small, impactful solutions.

One question for you

1. What is one district initiative you know you should launch but feel hesitant to start because it seems like it won’t scale?

Email us at [email protected] or book a time on our calendar and let us know.

Two resources to help

1. We as human beings are incredibly complex. Sometimes we zag when market research says we should zig. Some of your district's toughest problems can be solved with seemingly small, yet transformative ideas—if you’re willing to think counterintuitively. — Read The Counterintuitive Approach to School Marketing

2. In our latest episode of SchoolCEO podcast, we’ll discuss what sets successful experiential marketing campaigns apart from other events, how experiential marketing can benefit schools and ways K-12 leaders can leverage experiential marketing tactics to level up your events and create lasting memories. — Listen to The Complete Guide to School Marketing: What is Experiential Marketing?

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Three ideas to ponder

1. “The most potent things are actually very small.” — Rory Sutherland in “Sweat the small stuff” TED Talk

2.?"Creativity comes from a conflict of ideas." — Donatella Versace, creative director of Versace

3. “The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” — David Ogilvy, founder of Ogilvy & Mather