I am researching the effectiveness (in the Australian Capital Territory, ACT) of variable message signs in changing water conservation behavior. (In Australia we spell it "behaviour").
In an online questionnaire I asked if ACT residents, having seen the signs that show yesterdays water usage, the daily target and the daily level of dam water storage, if they have changed their habits. It has.
I have then asked about specific behavioural changes eg saving 'greywater' (already used for another purpose) to use on the garden. Have you made that decision / are you considering it?
The answers are very positive.
What I am looking for is any research and / or your thoughts that suggests there is a saturation level and that no matter how much pressure is put on a community, by way of prompts, norms and / or incentives only so many people will change their habits?
Christopher Yardley
Australian National University - Master student
Australia
Is there a Saturation Point for Behavioural Change Campaigns?
Sign in or Sign up to comment
Victoria, Australia's transport Accident Commission, funded from levy on compulsory third party insurance, has managed a campaign that has seen the road toll reduce from over 1000 p a to just on 300 p a over 25 years. This has been achieved with a very big increase in vehicle traffic. What are the elements of success? Lots of money to start with. Then research (Monasg=h University's Traffic Accident Research Unit, design (of vehicles, safety features, roads, etc), regulation (speed limits, seat belt legislation, blood alcohol levels, hoon laws -immediate vehicle confiscation for particularly stupid behaviour), enforcement (speed cameras, RBT 'booze' buses, patrol vehicles), education (traffic education, police in schools, 120 hrs requirement for a driver licence test), sponsorship (of football clubs - target audience, too often, public events), communication campaign (graphic TV ads, roadside billboards etc. The TAC program has all bases covers and it has shown to have success. There are still 300 deaths though.
A high profile, well-funded relentless campaign works - the planet deserves at least as much.
Greg Hunt
www.wpga.org.au
Greg Hunt
Australia
Hi Christopher
Several months ago an article was posted on this discussion list from the World Wildlife Foundation. I found it very interesting and it was designed to prompt discussion. It suggested that the global environmental challenges might require more than a social marketing approach to behaviour change, as WWF had identified that there was limits to how much people will change their habits.
The hyperlink is: http://www.panda.org/about_wwf/where_we_work/europe/where/uk/publications/?140621
Regards
Megan
Megan Saxby
WorkCover NSW
Australia
www.workcover.nsw.gov.au