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Thanks: deploying social norms
Thanks people for doing the right thing.
A lighter tone intervention that simply thanks people for doing the right thing and binning their gum. Builds on the behavioural theory of social norms, which are commonly held expectations or unwritten rules that guide how people act. Research shows that we tend to behave in a certain way if we feel it’s expected by others.
About this campaign
This intervention works well where a light (rather than official) tone is suitable. It proved effective when trialled in an area which is busy at certain times with multiple food on the go outlets and bars. Saying ‘thanks’ delivers an unspoken assumption that somebody has already done the right thing (without needing to tell them to do it).
38% reduction in gum littering when trialled in Sheffield
