Download - Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"
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K E V I N R I C H A R D S O N
Changing Human Behavior through fun….
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Movies, Games, Fun
� Movies to games � Outdoor guy with an indoor job � Volkswagen’s The Fun Theory Contest � FT Challenge: Can you change human behavior for
the better through fun?
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World’s Deepest Trash Can
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1. Will Children Pick Fruit over Candy if colorfully wrapped?
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2. Will People Stand in a safe Place at Bus and Train Stops if its Fun?
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3. Will People Slow Down if its Fun To Do?
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The Speed Camera Lottery
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Elements of this Idea
� Story Problem (is it one I/we care about?) � Backstory (what happened before this idea?) � Protagonist’s Concern (winning, driving safely) � Antagonist (government, the system, time) � Obstacle/Inhibitor Character Concern (cynicism) � Story Limit (time or an event – what’s the urgency?) � Story Outcome (What if we do nothing?) � Ironic Story Premise/Twist
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Key Learnings
� Irony is good, and arbitrary (Blake Snyder) � Reality is a great work of fiction that can be changed � Each person is a protagonist at the center of a story � We need to engage and activate individuals in a
physical way – not just push a button or write a check
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World Premiere
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Big Ideas & who we’re engaging
� The world is a great work of fiction… � Change the fiction (trash, stairs, driving, and now
toilet seats) � Can game, fun, or story-fication be applied
successfully to problems beyond what’s novel, and entertaining?
� We looked at past problems, What about the future?
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The Future
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What’s the problem?
� Bill Nye – USC � Rape: At Least 12 People Watched Girl Gang-Raped
& Did Nothing � Beating: Dozens of people witnessed it. Several
people filmed it. Nobody helped. � What’s the difference between Ignorance and
Apathy?
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Can we engage people using fun, story and games with real problems?
� Somali Refugee Camps – starvation � Plastic Gyres – destroying sea life � Destruction of the rainforest – animals, medicine… � Overpopulation – limited resources � Global warming… � These are BIG problems, and therefore opportunities
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Story, Game, Fun
� Can SGF be used on big problems to � …engage and activate? � …involve people physically � …put people at the center � …actually solve some of these problems along the
way?
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Why We Give
� I feel compassionate towards people in need � I feel fortunate and want to give something back to
others � I want to give back to my community � Someone I know has been personally affected by the
cause � It makes me feel good about myself � I want to set a good example for my family � Allows me to give back to a community that has provided
support to me � I want to feel I'm not powerless in the face of
need and can help
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What if…
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What if…
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What if…
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What if…
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What if…
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What if…
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Less of this
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More of this
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Since the world’s a great work of fiction….