Nudging people to stop sending unrequested goods to humanitarian crisis zones Nudging people to stop sending unrequested goods to humanitarian crisis zones

Nudging people to stop sending unrequested goods to humanitarian crisis zones

After a natural disaster, most people donate physical goods (UBDs) rather than cash. UBDs obstruct supply chains and often end up in landfill, causing more harm than good.

Our client, the Australian Foundation for International Development, wanted to understand what drives donation behavior and how they could change behavior for the better.

Tags

Offer:
Behaviour Change

TBA Approach.

  1. In-context depth interviews: with previous donors of UBDs

  2. Behavioural ‘safaris’: Online self-ethnographies to explore donating behaviour and observe decision-making in context

  3. BeSci inspired message development: Using behavioural science insights, we developed four UBD message concepts to be taken into quantitative testing

  4. Quantitative message testing: measuring participants likelihood to donate goods before and after exposure to one of the message concepts

Behavioural Insights, Interventions & Impact.

  1. Identified that decisions to donate UBDs are dominated by System 1 thinking. People instinctively believed their goods would have a positive impact.

  2. Research showed we needed another system 1 message to disrupt current behaviour and steer people towards cash donations. To build cognitive dissonance around current behaviour.

  3. Developed and tested four behavioural nudges, based around speed of cash, UBD blocking supplies and UBDs ending in landfill.

  4. Testing demonstrated the landfill message was by far the most effective – achieving a 50% reduction in people’s likelihood of sending UBDs. The work is rolling out globally as part of a toolkit for NGO.

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