It is often reasonable to believe that education is the best way to encourage behavioural change. Make nutritional information available on food so that consumers can make informed choices. Warn people of the dangers of being inactive so that they will walk to work. Even better, explain the benefits of sweating three times a week so that the local gym will fill up. But often people need more than information to make a change and a good ol' carrot from the Carrot and Stick approach really does wonders.

Check out this subway ticketing machine that accepts 30 squats as payment for a ticket to ride the subway in Moscow.

Is anyone going to do 30 squats in a subway station after the booth is gone? Heck no. So why the installation? Do you think it's more of a gimmick than an effective communication tactic?

However, we think that there are at least a couple of reasons why the incentive to do 30 squats just once might result in behavioural change beyond the ride to work that day.

1. Some people have never done 30 squats ever, and they might leave feeling empowered with a feeling of "that wasn't so bad" or "I could do that every day, no problem." This little gimmick might just break through the barrier to trying something for the first time.

2. The squatters also might experience the release of endorphins that come with exercise later that day. They might feel energized and link the feeling back to the squats—experiencing directly the benefits of healthy daily habits.

Can you think of any other reasons?

 

4 comments




by Eleanor

If you have seen an english version of this video, please post us a link!

11.14.2013

by margriet aasman

By itself, this tactic is a short lived, feel good exercise that might bring a smile later on… I really don’t believe people will actually become more active. But… this is done in context of the upcoming Olympics in February 2014. Besides that, a bunch of exercise-related, reward-based activities have been installed around the Olympic city: from turning bus handles into resistance bands to providing stationary bikes that also charge your cell phone. Support for the concept of putting activity into your daily life is doubled and tripled. Who knows, surrounded by Olympic fever, this may change a life or two.

11.14.2013

by margriet aasman

Just wanted to add the point that multiple tactics and motivators increase the potential for behaviour change.

11.14.2013

by Eleanor

Good comments Margriet. One-offs are rarely as impactful as one would like. Support is really important. I wonder if the ticket stubs that the machine dispensed had any engaging communications on them.

11.15.2013

Most Read Articles

Strong Brands Raise Brand Advocates

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or… Read more

Aspirational vs. Actual Brand Articulation

When I was young I remember always being asked “what do you want to be when… Read more

Strong brands demand higher prices

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and… Read more