5 Great Nudges You Probably Haven’t Heard Of
“A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.”
What do lollipops, bars of soap, and wheelie bins have in common?
They’re all brilliant examples of how small, low-cost behavioural interventions can solve big problems, from saving lives on Japanese train platforms to stopping burglars in Lancashire.
Below are five inspiring ‘nudge’ case studies that prove that the smartest solutions are often the simplest.
1. Saving Lives In Japan
The Challenge:
In 2013, the West Japan Railway Company faced a serious problem. There were 221 incidents of drunk people falling onto train tracks and getting hit by trains. The cause? The platform benches were positioned in parallel, close to the edge of the railway platform.
The Insight:
By reviewing CCTV footage, they were able to see that when drunk passengers got up from the benches, they would stumble forward onto the train tracks.
The railway company turned the benches ninety degrees so that when a drunk passenger stood up, they couldn’t stumble forward onto the track accidentally.
The Idea:
The railway company turned the benches ninety degrees so that when a drunk passenger stood up, they couldn’t stumble forward onto the track accidentally.
The Result:
Accidents were reduced by an astonishing 90%.
Source: How A Simple Tweak Can Prevent Subway Deaths
2. Getting Kids To Wash Their Hands
The Challenge:
South Africa is home to many ‘townships’ where low-income families live close together in makeshift accommodation. Due to the tight-knit living conditions, it’s easy for disease to spread, and thousands die every year from preventable diseases like typhoid, diarrhoea, pneumonia and cholera. Regular hand washing is one of the simplest ways to combat this.
Children being children, it’s not always easy to motivate them to wash their hands as they struggle to see the connection between washing their hands and avoiding sickness.
The Insight:
Because they come from low-income families, the children living in the townships have limited access to toys. But like all kids, they love playing with them.
The Idea:
‘Hope Soap’ - a see-through bar of soap with a toy at the centre. The more soap used, the closer the child gets to accessing the toy. Genius!
The Result:
Thanks to this behavioural intervention, increased hand washing in the ‘township’ led to a 70% reduction in illnesses amongst the children.
Source: DandAD Awards
3. Breaking Cookies Sales Records
The Challenge:
A young member of the Girl Scouts wanted to sell more cookies to raise money for the organisation.
The Insight:
She figured out how to make buying cookies the best option.
The Idea:
She’d first asked people for a $30,000 donation. After they declined, she followed up with, “Would you at least buy a box of cookies?”
The Result:
This smart-thinking Girl Scout smashed the record for selling the most cookies.
Source: The Science of Selling by David Hoffeld
4. Reducing Noise Outside a Nightclub
The Challenge:
In the West End of London, drunken revellers spilling out of nightclubs late at night were causing noise complaints, fights, and general disorder. Standard police responses, such as dispersing groups, often created more tension, and arresting people wasn’t always an option.
The Insight:
What if there was another way to keep them quiet? A casual chat with a cinema projectionist sparked the idea: “Why not give them all gobstoppers?” (a type of ball-shaped sweet that you suck).
The Idea:
Give the clubbers leaving the nightclubs lollipops. These sweet treats not only muted the noise but also had a calming, nostalgic effect. Clubbers seemed less aggressive and more cheerful.
The Result:
Reduced fights and noise complaints. A friendlier police presence. The idea went global and was used in Bideford, Canada, and beyond.
Source: Why Did The Policeman Cross The Road? by Stevyn Colgan
5. Stopping Burglars
The Challenge:
In Lancashire, England, residents reported a high incidence of burglaries to the police.
The Insight:
A police officer noticed that bins left out on Thursdays signalled which homes were empty during working hours. This oversight alerted burglars to the vulnerable properties.
The Idea:
Instead of deploying costly surveillance or police patrols, the officer asked residents to pull in their neighbours’ bins as a favour.
The Result:
Burglaries dropped dramatically, often to zero per week.
Source: Why Did The Policeman Cross The Road? by Stevyn Colgan
For more nudging examples and to learn about Behavioural Science, why not try our Behavioural Economics, Applied Behavioural Science, or Behavioural Science for Brands courses?
