April 1st, 2010

The Fun Factor

Incorporating an element of humor into sustainable communications not only bolsters the message, but can change behavior too.

By Beth Bengtson

Given that it is April 1^st, we thought it was the right time for a post about ways we can incorporate more lightness into our campaigns and why we should.  Fear-based messaging is often used in marketing communications to cause behavioral change – whether that means to stop smoking, wear a seatbelt or vote for this or that candidate. Sometimes the messaging is less obtuse, such as campaigns to get people with high cholesterol to eating more whole grains and oatmeal. The implied message is that if you consume these foods, you’ll cut your chances of dying of a heart attack. Good stuff, but still fear-based.

When it comes to the environment or issues of sustainability, the same tactics are often used. But I wonder if there’s a better way to affect change. Volkswagon thinks so. Fun is the driving force behind the German automaker’s Fun Theory campaign and website, which showcases fun-based innovations aimed at instilling positive behavioral change in the public such as a one-armed gambling/vending/recycling machine that uses crushed cans instead of coins or a bottle bank arcade as in the video below. Read the rest of this entry »

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