BEHAVIOUR SCIENCE, POWER TO IMPROVE LIVES
This initiative unites a world-class, interdisciplinary team of business and academic experts with leading organisational partners. We identify what is simple and works at scale, based on our behaviour scientific team’s best ideas for changing hand hygiene behaviour. Our approach gives us the power to be flexible, country-specific and work with the local communities. Our interest is what works best for the children, and how to most effectively use behavioural science to transform children’s lives for the better.
CUE AND REWARD FOR NEW ROUTINE
We are inspired by behavioural science and practices like MIT research, Behaviour Change for the Good and The Power of Habit (Duhigg, 2012). We build on the concept that habits are created through a neurological loop that consists of three parts, namely a cue, a routine and a reward. The cue triggers a certain behaviour, and, therefore, initiates the habit loop. A routine is a second-nature behaviour, which allows for successful habit formation. Lastly, the reward allows for a need to be satisfied, which teaches the brain to repeat routines that generate rewards. We work according to principle: “Make it clear. Make it rewarding. Make it a habit.”. We do so and use specific behaviour tools, like storytelling by Luna, creating cues with children, and the sensorial experience of Magic Blue Foam Soap, nudges and washable tattoo rewards for instant gratification.
LUNA, OUR STORY TO CONNECT
Luna is our storytelling at schools. Luna is a unique character created by Mo’s Daughters, whose story includes a narrative for children, nudge posters and washing instructions where Luna tells the children what to do. We believe that using illustrations tailored to children will trigger the children to not only comprehend the situation, but also motivate them to follow in the footsteps of Luna.
BLUE – SENSORIAL, NOT SENSELESS
Schools are supplied with a package consisting of trainings for the teachers, nudges posters and our blue soap, the Magic Blue Soap. This unique product has been invented in collaboration with Diversey. We provide schools over a long-lasting period with the soap solution, and are backed by Diversey and their Soap for Hope programme. Our foamy product has a sensorial experience to children and lifts the excitement during the routine formation process.
