Changing Behaviours
Successfully challenging everyday behaviours with planet-friendly alternatives
Galvanise change
Changing human behaviour is hard, but brands can facilitate the process, guiding people towards more sustainable alternatives. Supermarket chain Tesco in the UK installed soft plastics recycling points in its stores, enabling shoppers to recycle packaging that wasn’t accepted in their household recycling.
Cannes Lions 2021 Design Lions Grand Prix winner Notpla showed how to tackle our dependence on plastic water bottles by giving runners at the London marathon biodegradable pouches of water instead.
Growing interest around plant-based diets and the rise of vegan burger chains such as Neat in the UK are offering strong, sustainable alternatives for conscious consumers. And tackling food waste is being taken on by bigger brands: IKEA Canada collaborated with chefs on The Scraps Book, a free digital cookbook to help people use leftovers creatively.
Incentives and reassurance can be effective with behaviour change initiatives. German Rail’s ‘No Need To Fly’ showed young travellers in Germany that taking the train on a domestic holiday was the right choice for the planet and their pocket as well as proving that they didn’t need to suffer from fomo.
2021 IKEA | THE SCRAPS BOOK
RETHINK CANADA
Packaging’s disappearing act
A biodegradable alternative to plastic, Notpla naturally decomposes in weeks versus up to 700 years for plastic.
The products Notpla makes can be used in a variety of ways, and includes a product named Ooho, an edible packaging (containing a shot of drink, for example – as seen being handed out by marshalls at the London Marathon). The brand’s core mission is to make packaging disappear.
“This uses design thinking to solve a big environmental issue and make a positive impact,” said Pum Lefebure, Chief Creative Officer, Design Army, and Jury President for the 2020-2021 Design Lions.
2020 NOTPLA | NOTPLA
GRAND PRIX DESIGN LIONS NOTPLA / SUPERUNION LONDON
“We often use plastic for fewer than five minutes and then create waste that can last hundreds of years. The key thing with Notpla was the material, as this was the first product of a catalogue. It was important that there would be room to grow the product catalogue so we could tackle single use plastics in many more forms and applications. ”
Watch the Debrief on The Design Lions
Pierre Paslier Co-Founder | Notpla Grand Prix Winner | Design Lions
Eco-friendly alternative chimes with kids
LEGO in Poland helped children to learn about climate change by creating a series of new 'Green Instructions'.
These showed kids how to dismantle existing sets, such as an aeroplane, and remodel the parts into an eco-friendly alternative, like an electric train.
It continues to gather momentum, and was most recently picked up across the country by more than 700 teachers looking for ways to educate and entertain children during lockdowns.
2021 LEGO | GREEN INSTRUCTIONS
BRONZE CREATIVE STRATEGY LIONS OGILVY POLAND
Powerful personalisation fights fomo
German Rail increased revenue and interest in train travel in Germany with a two-year initiative based on a simple comparison tool. It used search algorithms to serve personalised ads promoting train travel within Germany by comparing domestic destinations to similar ones farther afield.
Targeting younger travellers who would be keen to both save money on fares and cut their carbon consumption, ‘No Need To Fly’ increased sales and reduced campaign costs by 40%.
Carla Müller, Strategy Director, Ogilvy Germany, said:
“We gave people a story they were looking for: saving CO2 is easy if you travel within Germany by train.”
2021 GERMAN RAIL | NO NEED TO FLY
SILVER CREATIVE EFFECTIVENESS LIONS OGILVY GERMANY FRANKFURT