Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"

K E V I N R I C H A R D S O N

Changing Human Behavior through fun….

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?

World’s Deepest Trash Can

1. Will Children Pick Fruit over Candy if colorfully wrapped?

2. Will People Stand in a safe Place at Bus and Train Stops if its Fun?

3. Will People Slow Down if its Fun To Do?

The Speed Camera Lottery

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

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

World Premiere

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?

The Future

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?

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

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?

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

What if…

Less of this

More of this

Since the world’s a great work of fiction….

Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"

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Transcript of Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"