Life-changing stories

LIFE-CHANGING STORIES

Tommi LaitioDemos Helsinki

[email protected]/tommilaitio

Multiplicity 19 Feb 2010, Zürich

perjantaina 19. helmikuuta 2010

mailto:[email protected]


Beginning Middle End

Affection DramaticTwist Release


PRETTY WOMAN



RACIAL EQUALITY



5 REACTIONS TO SOCIETAL CHALLENGES


SOLUTION 1: EFFICIENCY


SOLUTION 2: INNOVATION


SOLUTION 3: RESTRICTIONS


ARMS RACE.Without trust, societal

development is purely a competition and a zero-sum

game.


RETHINKING THE BOX


SOLUTION 4: CHANGING CRITERIA


SOLUTION 5: CHANGING LIFESTYLES


IT´S ABOUT UNDERSTANDING PEOPLE.


WE ARE NOT 100% RATIONAL.


CHANGING LIFESTYLES


NORTH KARELIA


Provenresults


NORTH KARELIA PROJECT

• Lowest socio-economic status in Finland

• Situation in 1972:Risk blood pressure 26%Smoking 52 %Energy intake from saturated fats 23 %

• CVD mortality per 100 000 ppl (1969): 700


“A MASS EPIDEMIC CALLS FOR MASS ACTION AND THE

CHANGING OF LIFESTYLES CAN ONLY SUCCEED THROUGH

COMMUNITY ACTION.”

- Pekka Puska, Principal Investigator


ACTION• Services and products:

Hypertension detectionLow-fat sausages and pastries in shops

• Community work:Personnel trainingLay Leaders (800 ppl)Cholesterol Lowering Competition between villages

• PR and media:Fathers´ Day CardsReality TV on worksitesQuit smoking and Win


RESULTS (1969-2007)

0

15

30

45

60

1972 2007

Smoking (men)Risk blood pressure (men)Energy intake from saturated fats (men)

0

175

350

525

700

1969 2005

Cardiovascular disease mortality/100K people


INGREDIENTS TO SUCCESS

• Building trust.

• Making the campaign an issue of local pride.

• Making it easier to act healthier (tools and services).

• Complemented with mass media.

• Resources for assistance and counselling.


Pekka Puska et al.:The North Karelia Project:

From North Karelia to National Action


THE BIGGEST SOCIETAL CHALLENGE OF OUR TIME.


‹#›


CLIMATE CHANGE



DON´T TAKE MY SPOON.Giving up is hard to do.


PROJECT BY DEMOS HELSINKI & SITRA

PELOTON.MEperjantaina 19. helmikuuta 2010

‹#›

Mistä suomalaisen hiilijalanjälki koostuu?

Lähde: Envimat -projekti www.ympäristö.fi/syke/envimat

Asuminen

Liikkuminen

Ruoka

Kuluttaminen

Vapaa-aika

Matkustaminen

WhatdoesthecarbonfootprintofaFinnconsistof?

Housing

Transport

Food

Consump9on

Leisure

Travel


HousingTransport Work

Leisure Food

Consumption

Decision Tree for Energy Consumption

Use of apartment

Choosing anapartment

No car

Size LocationElectricity

Heating

ConsumptionForm

Use of space

Not building

BuildingNot building

Use Purchase

On/Off Use Reuse

Car

Children

Hobbies

CommutingLocation Daily

Venues

Electricity Waste

Personalexample

Innovations

Holidays

Summer house Trips

Electricity BuildingTransport

Cooking IngredientsPurchase

Availability

Prefererence/Diet

Restaurant

Self

Storage

Work communities

Lunch cafeterias Lunch cafeteriasCustomer service people

Lifestyle media

Builders

Day-2-day Architects


PROVIDING TOOLS


NEW LEADERSHIPperjantaina 19. helmikuuta 2010

GATEKEEPERS

• Parents of small children

• Hardware stores

• Lifestyle media

• Personnel restaurants and lunch cafeterias

= the makers of the new economy


FRESHBURGER

Teemme kaiken käyttämättä lihaa tai maitoa. Vihreämmät purilaiset löydät ravintoloistamme

kautta maan. Haukkaa kiinni!

Nyt vain yhdellä erolla!

IDEAKILPAILU ! OSALLI STU JA VOITA!

Vaikka liha- ja maitotuotteiden korkeaa hiili-

jalanjälkeä välttävää pikaruokalaa ei vielä ole,

niin pian voisi olla. Nyt kaivataan ideoita vastaavista tuotteista ja palveluista, jotka vähentävät energian-

kulutusta arjessa. Osallistu omalla ideallasi kilpailuun osoitteessa www.peloton.me!TOTTA JO KOHTA!Competition

for products and services


Deli specialised in root vegetablesperjantaina 19. helmikuuta 2010

Life span classificationperjantaina 19. helmikuuta 2010

Experiential domestic travelperjantaina 19. helmikuuta 2010

WE´RE NOT ALONE IN THIS


Happier Low-Carbon Society

Sustainable infrastructure,public investment in innovation,

new legislation

The Mess We´re In

participation, social problem-solving, changes in lifestyles

political support


Balcony.


Wasteland next to the railroad tracks.


Crossroad in the neighbourhood.


A growing need to be useful.


SUSTAINABILITY CAN BE AN EXCITING STORY.


[email protected]: www.slideshare.net/demoshelsinki




http://www.slideshare.net/demos_helsinki

http://www.slideshare.net/demos_helsinki

TASK FOR THE AFTERNOON

• Pick a transformation in lifestyles from your own country or a country you know well. Pick a successful or unsuccessful one.

• Analyse its narrative, gatekeepers, messages and imagery. Look at local pride and roles given to people.

• Work alone or in pairs.

• Result: max. 5 slides


Life-changing stories

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Transcript of Life-changing stories