Presents

ChallengeCOP21

A three-month Nudge-design hackathon fostering citizen-level action to mitigate global warming

Before and during United Nations Climate Conference taking place in Paris from Nov 30th-Dec 11th

PROJECT 28/07, updates :

http://www.nudgefrance.org/

Contact: richard.bordenave@bva.fr

http://www.cop21.gouv.fr/en

NudgeFrance is a French NGO (Non-profit Association) aiming at promoting nudge for improving public policies and general interest causes.

Members include Civil Servants (head of State Modernization), Senior members of BVA Nudge-Unit (French consultancy), renowned academics (Nudge, Behavior, Law specialists), and other players from civil society or private sector passionate about behavior change…

The board :

Who is NudgeFrance?

http://www.nudgefrance.org/

So what is a nudge?

A gentle help that triggers a desirable behavior (or prevent the opposite conduct) by using implicit levers, others than rational persuasion (information, education...) but mainly by modifying situational choice architectures (Thaler & Sunstein) For instance:

System 1: the instinctive one(attention, habits)

Our irrational decisions

(heuristics, mental shortcuts)

Environment(the right place, the right time,

the way choices are presented)

Our emotions(Intuition and first

impressions)

Peer pressure(Social norms, self

esteem)

http://nudges.org/

BEWARE! Nudge doesn’t replace the existing means used to change

behaviors: for example the efforts deployed against smoking are all

very useful

Nudge is complimentary to other measures, enhancing their efficiency

with positive framing. All while respecting the citizens’ freedom of

choices.

By marking the specific smoking zones with tape (ie smoking is allowed but smokers have to stay within specific zones), smoking in non-smoking areas was halved at Kastrup Airport)

(source: Pelle Guldborg Hansen)

Can I Nudge? That is what the NudgeChallenge is for! And we will help you with a Nudge-design

toolkit (in English) that’ll be published online for the all the participants (especially those from foreign universities) to get familiar with concept and methodology.

This will be made available on September 1st.

Who can take part in the NudgeChallenge? The contest is open to student and « citizen » teams mixing different

competences (design/ economics, marketing/coding, psychology/economy…), in France and internationally.

The team registration folder will be available for download on the NudgeFrance website on September 1st. 6 to 8 members per team.

Teams registration will have to be confirmed formally for all participants before September 30th at nudgefrance@gmail.com. Participation is free of charge.

The Nudge-design toolkit in English will be made available for download on NudgeFrance’s website on September 1st : http://www.nudgefrance.org/ to help teams get familiar with behavioral science concepts, and nudge theory.

Confirmed schools or institutions (mostly French so far) : Agro-Paris Tech, Toulouse school of economics, ENS, Science PO, La Sorbonne, IAE Gustave Eiffel, IAE Grenoble, Département Seine St Denis, etc….

Acting on climate change Teams will work on daily life challenges, finding Nudges that can foster

behavioral changes with an impact on global warming (either causes and/or consequences).

Those challenges will be defined in very specific, daily behavioral matters: for instances, how to use less water in the bathroom, how to limit the amount of devices that are permanently plugged-in, how to push urban citizens to ride bikes more and drive cars less,…and designed depending on the situation and the target it aims.

Those daily micro-challenges will tie in the core stakes of COP21: reducing energy consumption, water savings, protection of bio-diversity, reduction of polluting emissions… a list of examples is provided next.

Climate matters: behavioral examplesteams can address alternative ones depending on local context!

Energy: decreasing household heating, mastering home-appliances energy consumption, switch to cleaner devices (fans vs air conditioning,…)

Diminish water consumption : drinking tap water, collecting and reusing water (including rain-water), reducing use of chemical fertilizers, reducing garden watering, reducing bath/shower water consumption, reducing toilet flush consumption…

Transportation: fostering greener multimodal means of transportation, including bike-riding, walking, carpooling, and ways to reduce traveling distances (consuming local products, online shopping).

Recycling and waste management: ease the sorting and recycling of waste, foster composting, avoiding rejection of chemicals in the wild, decreasing use of single-use consumables, recycle food, purchases management…

Beware, the solutions brought up will have to deal with Nudge! Which means they can’t deal only with new equipment or/and educative program. They’ll have to impact behaviors in a situation where true change appears difficult to happen (due to natural human tendencies or context), independently from purchasing power or rational acceptance.

What kind of deliverable is expected? Teams have to produce ideas (one or a combination of multiple nudges) that they’ll

prototype in order to give a feeling of their potential efficiency. Teams will build their recommendations based on real-world observed behaviors their Nudge is designed to have an impact on.

In-situ ethnographic

research, identifying levers

and restraints

Nudges co-creation

workshops (with partners)

Preparing an in-situ demo to

illustrate proto in their video.

Nudges evaluation and pre-selection

session

Exploration1 Ideation2 Pre-selection3 Prototyping4

What kind of deliverable is expected?

Evidence path (if any, or to plan)LAB EVIDENCE: which previous academic learnings support the evidence that the Nudge could work, any new experiment to create ?FIELD EVIDENCE: How do you intent to measure its efficiency in real life ? What KPI’s will you use ?

What is the observed insight?What is the current behaviour of the targeted individuals? What are the causes of this issue? The insight should be based on observations, and not on declarative elements.

What is the behavioral challenge?What is the encouraged behavior? What are we trying to achieve with it? How does the challenge relate to the insight, and what specific individuals are targeted? What gets in their way today ?

Why and Who should embrace it?How important is this vs COP 21 and climate challenges ? Who should own the nudge? What makes us think that the problem can be solved without creating side effects, starting with citizen acceptance ?

The NudgePRINCIPLE: Explain how the Nudge will manage to change behaviours based on learning from behavioural sciences. Emphasize key words (norms, anchoring, salience, …) to ease the understanding.EXECUTION: Describe the Nudge that you created, illustrate with look&feel prototype, possibly a mock-up in-situ. Use design to make it obvious

01

02

03

05

04

[Insert a video to illustrate the Nudge]

A punchy 3 to 4 minute video (max), covering the following 5 themes :

Videos will h

ave to be

uploaded by October

31st

(technical d

etails and

Facebook link

communicated in

September)

Timetable and arrangements International teams will take part to the Audience Award, sending their video before

October 31st, leaving time for the Audience (and Jury) to vote during the month of November.

But opportunity is given to teams able to present their work in Paris to also participate to the Jury award, presenting their work orally (in addition to the video) on October 16th.

Jury AwardOct. 16th, 2015

FRANCE based teams

Audience AwardDec. 9th, 2015

Open to all teams globally!

4-minute video in English.Audience votes on a dedicated Facebook contest page.Both French and International teams will upload their videos. Deadline is October 31st.

Audience votes from November 1st to November 30th.

Oral presentation, before a panel of experts (both public and private sector professionals, Nudge experts).10-minute presentation followed by a 3-minute Q&A session.Grades will depend on project originality, mastering of nudge concepts, oral skills.

Groups will also deposit their videos in English on the Facebook Audience award page.

Awards and locations 2 sequential awards

French Jury’s Award

Friday, Oct. 16th

Global Audience’s Award

Wednesday, Dec. 9th

One-day event, sponsored by French government : “Public Innovation Week” featuring French team’s presentations & NudgeFrance lecture.

Award ceremony in the evening (probable location of event: Campus Cluster Paris Innovation http://www.campuscpi.fr)

Award ceremony and a NudgeFrance presentation + Jury’s Award ceremonyLocation: Belushi’s, 5 rue de Dunkerque, ParisAnd ON LINE publishing

The priority goal is to offer publicity to the projects brought up by participating teams towards COP 21 Global target audiences & media .

Press conference and show + media room

+

ORANGE DIGITAL SOCIETY FORUM

http://placetob-cop21paris.com/en/

French based teams only

What is Place to B? A movement fuelled by all those who want to convey the message in a different way.

Climate change is an anxiety-provoking subject which is difficult to tackle in the media and gives us a sense of powerlessness despite the fact that solutions exist.Place to B answers this by creating an innovative and multidisciplinary information factory, with the ambition to write a different narrative about climate issues and to create a unique newsworthy momentum during the COP21 in Paris, December 2015.

Place to B is an ideal co-working space that will welcome journalists, bloggers, graphic designers, illustrators, web developers, photographers, video makers, comedians, writers… who want to cover the COP21 negotiations and look for an ideal workplace tailored to their needs : web connection, communication toolbox, etc.

A themed program of events will include meetings, press conferences, daily briefings, discussions with experts and public figures and the delivery of content proposed by Place to B’s COPilots. But also moments of conviviality, various workshops, film screenings, concerts… all open to public.

To support media visibility & public involvement, our partner :

http://placetob-cop21paris.com/en/