casestudy: increasinglevelsofbushfirepreparaonandacon% · 1 casestudy:...

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1 Case Study: Increasing levels of Bushfire prepara:on and ac:on Our Challenge Despite strong a.tudinal inten2ons to prepare for bushfires, the behavioural reality is that people get busy with other things in life and do not do it. When asked what would help you to do it, they typically say “all the informa2on in one place”. However, in the development of a booklet that delivers all of this informa2on the behavioural response is oCen overwhelm or overconfidence, both resulted in inac2on. The NSW Rural Fire Service challenged us to use the latest insights from Behavioural Science to help them develop new tools that would increase the incidence of people taking appropriate ac:on in being prepared for bushfires.

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Page 1: CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% · 1 CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% % OurChallenge Despite"strong"atudinal"inten2ons"to"prepare"for"bushfires,"the"behavioural"reality"is"that

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Case  Study:  Increasing  levels  of  Bushfire  prepara:on  and  ac:on    

Our  Challenge  Despite  strong  a.tudinal  inten2ons  to  prepare  for  bushfires,  the  behavioural  reality  is  that  

people  get  busy  with  other  things  in  life  and  do  not  do  it.      

When  asked  what  would  help  you  to  do  it,  they  typically  say  “all  the  informa2on  in  one  place”.  However,  in  the  development  of  a  booklet  that  delivers  all  of  this  informa2on  the  behavioural  response  is  oCen  overwhelm  or  overconfidence,  both  resulted  in  inac2on.    

 The  NSW  Rural  Fire  Service  challenged  us  to  use  the  latest  insights  from  Behavioural  Science  to  help  them  develop  new  tools  that  would  increase  the  incidence  of  people  

taking  appropriate  ac:on  in  being  prepared  for  bushfires.  

Page 2: CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% · 1 CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% % OurChallenge Despite"strong"atudinal"inten2ons"to"prepare"for"bushfires,"the"behavioural"reality"is"that

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Case  Study:  Increasing  levels  of  Bushfire  prepara:on  and  ac:on    

BE  Inspired  Methodology  

BE  Lens  Review  of  current  Bushfire  Planning  and  Prepara:on  Tools  –  to  hook  out  exis2ng  triggers  and  barriers  and  develop  behavioural  hypotheses  as  to  what  is  impac2ng  behaviour.    

 

Insights  &  Ac:va:on  Workshop  –  To  share  and  workshop  how  Behavioural  Economics  can  improve  exis2ng  planning  tools  and  surface  new  ideas  for  how  to  op2mise  their  behavioural  effec2veness.    

 

BE  inspired  design  brief  for  new  planning  tools  –  a  clear  strategic  design  brief,  using  a  set  of  BE  guidelines  to  inform  all  elements  of  the  design,  was  wriOen  and  brief  to  the  design  agency.    

The  Behavioural  Architects  then  worked  in  collabora2on  with  the  design  agency  to  provide  BE  feedback  on  crea2ve  development.    

 

Once  the  new  tool  had  been  designed  The  Behavioural  Architects  conducted  contextual  tes:ng  of  the  new  tools  with  residents  in  3  fire  hot-­‐spots  to  evaluate  its  success  in  driving  the  desired  behaviour.    

 

Page 3: CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% · 1 CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% % OurChallenge Despite"strong"atudinal"inten2ons"to"prepare"for"bushfires,"the"behavioural"reality"is"that

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Case  Study:  Increasing  levels  of  Bushfire  prepara:on  and  ac:on    

Despite  strong  aJtudinal  responses  around  the  importance  of  the  issue    as  well  as  inten2on  to  prepare,  the  overwhelming  behavioural  response    was  no  ac:on  at  all.  There  were  a  number  of  factors  contribu2ng  to  this    inac2on,  in  par2cular  limited  Mental  Availability  for  the  urgency  of  ac:on  and  a  sense  of  overwhelm  around  what  needed  to  be  done.      This  behavioural  barrier  was  exacerbated  by  a  mul:tude  of  extremely    dense  and  Cogni:vely  Straining  planning  materials.      Several  BE  inspired  recommenda:ons  were  made,  here  are  just  a  few:    

1.   Chunking  planning  and  prepara2on  behaviours  into  ‘Four  simple    steps  to  get  ready  for  a  bushfire’  -­‐  a  clear  sequence  beginning    with  a  discussion.  I.e.  vastly  simplifying  their  exis:ng  tools  with    a  focus  on  making  it  easy!  (Chunking,  Cogni:ve  Ease)  

2.  Crea2ng  checklists,  colour  coding,  diagrams,  using  white  space    and  icons  to  facilitate  the  an2cipa2on  of  an  easy  experience    (Heuris:cs,  Priming,  Cogni:ve  Ease)  

3.  Using  visual  Saliency  and  Priming,  along  with  other  techniques,  to  get  people  to  iden2fy  with  the  ‘Hot  Zone’,  I.e.  what  it  will  be  like  if  a  fire  strikes  near  them.  Subsequently  using  this  self-­‐iden2fica2on  to  mo2vate  people  take  ac:on  when  they  are  in  a  cold  state.  

 Based  on  our  BE  inspired  recommenda2ons  the  NSW  Rural  Fire  Service  completely  redesigned  their    planning  materials  to  op:mise  their  behavioural  effec:veness  state-­‐wide.    

Key  Insights  and  Impact  

Page 4: CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% · 1 CaseStudy: IncreasinglevelsofBushfirepreparaonandacon% % OurChallenge Despite"strong"atudinal"inten2ons"to"prepare"for"bushfires,"the"behavioural"reality"is"that

For  more  informa2on  please  contact:  [email protected]  

[email protected]    

Thank You!