Hi everyone,
I've come across an interesting article from the Behavioral Scientist about Cape Town, South Africa using behavioural science to overcome its water crisis. The city created a "Day Zero" campaign, Day Zero being the point at which the water supply to most of the city would be turned off. The city developed a comprehensive behaviour change strategy including compulsory water restriction devices, fines, water pressure management, water rationing, and easy-to-understand messaging. The city also implemented fun and interesting measures like two-minute shower songs, a water map and water savings initiatives in schools. How successful were they? Check it out here!
Thanks Julie. This is a really interesting program, for a number of reasons. First, they used a fear appeal. Fear appeals must be carefully considered as they can too-easily backfire and discourage people from taking in and acting on our messages. And why spread fear unnecessarily? But this was an appropriate and effective use of a fear appeal. In addition, as climate change progresses, we can expect more droughts and other situations where a fear appeal or similar water conservation approaches may be required. We've just added a new case study that covers in considerable detail how this city of four million people reduced water use enough to avoid disaster. From Tools of Change, the most extensive, freely-accessible collection of voluntary behavior change, social marketing and cbsm case studies available on the web. https://toolsofchange.com/en/case-studies/detail/735