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CONTAGIOUS most contagious / movements Most Contagious 2010 / www.mostcontagious.com

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CONTAGIOUS most contagious / movements / p.09 strength of will and the sharpness of mind.’ Barack Obama’s politics owe much to the theory, and in 2010 David Cameron established The Behavioural Insights Unit, dedicated to the development ofCONTAGIOUSCHAPTERS / practical applications of this theory to British life. BBC01 / documentarian Adam Curtis’ blog on the subject isPROJECTS recommended reading.02 / www.bbc.co.uk/blogs/adamcurtisMOVEMENTS Perhaps unsurprisingly, the tenets of soft paternalism03 / are beginning to make themselves felt in marketing.FACEBOOK GE’s Healthymagination unit in conjunction with Big04 / Spaceship, New York has developed an applicationREAL-TIME called Morsel, which sets small achievable daily05 / targets in order to encourage users towards a moreSTORIES wholesome lifestyle. Sample tip: ‘Buy groceries from06 / around the edges of the store’ is intended to steerVIRAL shoppers towards more fresh produce (although the07 / theory collapses somewhat when the alcohol aislesEXPERIENCE are on the edge. Whisky and asparagus, anyone?).08 / Crispin Porter + Bogusky, Boulder launched a USGAMING campaign for actual carrots by repositioning them as09 / a snack food to appeal to our tiny brains, completeDEVICES with loud packaging and accompanying mobile games, thus achieving double digit sales growth for10 /TV the humble vegetable. And finally, VW’s Fun Theory, BABY CARROTS / in which the automotive manufacturer attempted to11 /TECHNOLOGY prove that the quickest way to get people to change their behaviour was to make things fun, was pure soft12 / paternalism. This year the campaign crossed fromDATA theory into practice when the winning entry to the13 / Fun Theory contest, the ‘Speed Camera Lottery’,MONEY was implemented in a region of Sweden. The prize14 / takes the fines paid by motorists caught speeding andDESIGN transforms them into a lottery fund for those driving www.healthymagination.com/applications/morsel15 / sensibly, and saw an average reduction in speed of www.babycarrots.comDEMOS 22% throughout the course of the campaign. www.thefuntheory.com16 /COMPANIES Supported by

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