One thing I often focus on when thinking about behaviour change is the bubble. So much of our behaviour is driven by the people and things that surround us – our physical environment and culture, our friends and colleagues, and the wider community. All of this contributes to a type of bubble that informs our world. We each have a bubble, and it creates a special type of social norm that drives and reinforces much of our behaviour. So unless we find ways to crack open this bubble and reveal other, often larger bubbles, people will continue to feel supported in their behaviour – whether, for example, we’re talking about smoking, binge drinking, mob riots, or immunization.
One project I worked on in 2011 was the 15andfalling anti-smoking campaign. The bubble we focused on cracking was the one that told kids that smoking was popular – in fact, they believed that 50% of young people smoked. The actual smoking rate was far different – 15%, so we set about breaking this bubble, and building a greater sense of resiliency for young kids to resist.