‘YOU SHOULD REALLY LOOK AT BEHAVIOUR THROUGH DIFFERENT LENSES’
Behavioural change is a hot topic at the moment: young people should drink less alcohol, drivers should be more careful on the road, and employees should experience less stress at work. By looking at these issues from five different perspectives, it is possible to design healthier, safer, and more sustainable behaviour.
How can we change people’s behaviour for the better? That question is increasingly urgent in our society, where citizens, patients, or consumers are expected to assume more responsibility.
In order to help people change their behaviour, governments and businesses design advertising campaigns, digital products, and online applications. To that end, they pull everything out of the cupboard: humour, celebrities, nudging, and especially lots of information – perhaps even too much.
‘Persuasive by Design’ model
In cooperation with design bureaus, Utrecht University of Applied Sciences researchers Sander Hermsen and Reint Jan Renes have studied the processes that underlie behavioural change. Based on the Persuasive by Design model, they have developed a method for studying human behaviour through five behavioural lenses.
Behavioural Lenses Methodiek
The unique Behavioural Lenses method has already been utilised in a large number of case studies. With the creation of this platform, this method is now available for any public and private organisation that could stand to benefit from healthier, safer, more sustainable, and more efficient behaviour.
NEWS AND DEVELOPMENTS
JUMBO PRESENTS FRUIT AND VEGETABLE EXERCISES WITH THE ‘TRIP OF FIVE’
Starting on Wednesday, 7 February, shoppers can find ‘Fruit and Vegetable Exercises’ in the produce section at every Jumbo supermarket. The exercises are inspired by ‘De Reis van Vijf’ (The Trip of Five), a board game about healthy nutrition for children, developed with the help of U CREATE, UMCU, UMCG, and the Netherlands Nutrition Centre.
After the successful prototype as part of the Utrecht University of Applied Sciences research project POKO, U CREATE guided the process of developing the product for the market. U CREATE partner Rabobank recently introduced The Reis van Vijfto the supermarket chain Jumbo. The results of their collaboration will be presented to the public starting next Wednesday!
For more information about the board game, the new ‘Sailor Edition’, and how to order, visit the website www.dereisvanvijf.nl.
RIGHTS RESERVED 2018
KNOWLEDGE CENTRE FOR SPORT NETHERLANDS: APPLYING EXERCISE GUIDELINE TO CORE MESSAGE
PubLab is working together with Panton and the Knowledge Centre for Sport Netherlands to apply the exercise guideline in a message that helps professionals to get more people moving!
The Health Council presented the new exercise guideline last year. According to the new guideline, adults should get at least 2.5 hours of moderately intensive exercise per week, and children should exercise for at least one hour per day. The guideline also recommends activities that strengthen the muscles and bones for both groups.
The Knowledge Centre for Sport Netherlands has been asked to apply these exercise guidelines in practice. But what is the best way to summarise the guideline in a core message that provides added value for all of the target audiences? And how can we motivate them to actually get more exercise? In order to formulate answers to these questions, PubLab, Panton and the Knowledge Centre for Sport Netherlands will join with the various stakeholders to start a co-creation project.
‘DESIGNING WITH A FOUNDATION’ HONOURED WITH SIA/KIEM SUBSIDY
Designing services for healthy behaviour is an increasingly vital task for the creative industry. Unfortunately, the sector currently lacks the knowledge and tools necessary to make a scientifically justified and evidence-based choice for an intervention strategy that suits the context, the target audience, and the desired behaviour. Existing tools and methods do not offer a sound behavioural theory foundation, or are too complex for the design practice. The recent development of useful new classifications of behaviour-changing techniques, and their underlying theoretical mechanisms, finally make it possible to develop an evidence-based strategic decision tool. This project aims to link these new insights to an existing product for theory-driven design for behavioural change: the Persuasive by Design behaviour model, and the Behavoural Lenses toolkit based on the model.
ALL RIGHTS RESERVED 2108 PUBLAB + U CREATE
DE DESIGN METHODIEK ‘ THE BEHAVIOURAL LENSES’ IS HET INTELLECTUEEL EIGENDOM VAN HOGESCHOOL UTRECHT (PUBLAB) EN U CREATE (CENTRE OF EXPERTISE FUTURE HEALTH DESIGN) ONDER CREATIVE COMMONS LICENTIE By-NC-ND