Instead of numbing people with warnings about the state our climate is in, we suggested a positive approach: inspire people, let them dream about a more positive future and then propose very focused and concrete solutions.
If you can really reach people, if you can speak to their emotions, they are more willing to join the project and take action. That way, a true change in behavior is possible.
Without inspiration, no action
We went looking for inspirational stories, told by the people of Leuven. These stories can inspire others to dream about a brighter future.
Because they can relate to these stories. Because they get the idea. Because they can feel: yes! This is something I want as well!
This inspirational approach was used throughout the entire campaign. Together with design agency Uncompressed we provided a new look and feel. With web developer Wieni we created an interactive and inviting website.
A new name was born: Leuven 2030. The tagline: Fewer emissions, more future.
Thanks to science
Shaved Monkey strongly believes in a narrative based on facts. To know which stories needed to be told, we examined facts & figures about carbon emission and consulted specialized literature about behavioral change.
Some recommendations: Effective behavioral change with the 7E-model (Fran Bambust) ; and What we think about when we try not to think about global warming: toward a new psychology of climate action (Per Espen Stoknes).
Knowledge and emotions go hand in hand. A well designed experience is the basis for behavioral change. Make sure people are both cognitively and emotionally involved, and they will be more willing to take action.
Starting from this research we suggested concrete and achievable solutions which are convincing precisely because they are embedded in a positive emotional story.