Greener Scotland (IPA Student Awards)

THE BRIEF: Encourage people in Scotland to adopt behaviours that will reduce their carbon footprint.

THE IDEA: -The 150- will habituate greener behavior through a nomination chain, that is fun and meaningful, while also offering financial rewards

All based on a Website and also available as an App. 

Insight:
According to Malcolm Gladwell movements start with 150 people. Wesley realized that if you want to bring a fundamental change in people’s belief and behaviour, a change that would persist and serve as an example to others, you needed to create a community around them, where those new beliefs could be practiced and expressed and nurtured.

Concept:
A small change of an individual can make a big difference in a community. Supporting the fun aspect of building a community and offering incentives (points – cash in to real life shopping vouchers). 

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