Stanford Sunscreen Challenge

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  • 1. Alex Muller habits.stanford.edu
  • 2.
    • Influence at least 5 people to apply sunscreen daily (form a new habit)
    • Use mobile or social technology in a significant way
  • 3.
    • Fogg Behavior Model
    • For a person to perform a behavior, 3 things are necessary:
    • Motivation
      • A reason to perform the behavior
    • Ability
      • The capacity to perform the behavior
    • Trigger
      • A reminder to perform the behavior
  • 4.
    • Use the concepts of the Fogg Behavioral Model and the social networking site Facebook to create the habit of applying sunscreen daily
    • Target User: College Students
      • Aware of the harmful effects of overexposure to sunlight
      • Frequent users of Facebook
  • 5.
    • Sunscreen was placed on a table next to the exit of a Stanford dormitory
    • Everyone living on that floor was invited to apply sunscreen as they left the building
    • A sign encouraged users to go online to the project’s Facebook page
  • 6.
    • Participants were invited to become fans of the Stanford Sunscreen Challenge Facebook page and post their sunscreen usage on the wall
  • 7.
    • Motivation
      • Using Facebook to add a social dynamic to applying sunscreen will increase people’s desire to use it
    • Ability
      • Providing free sunscreen increases participants’ ability to apply it by removing monetary costs
    • Trigger
      • Placing sunscreen next to the exit provides a highly visible trigger to apply it before going outside
  • 8.
    • More than 5 people used sunscreen, but none used it every day over two weeks
    • The most frequently that a person used sunscreen was every day it was not raining; the least frequently was once
    • The Facebook page garnered only 3 fans and one wall post, although it had more than 50 views
  • 9.
    • Positives
    • Several people noted that the positioning of the sunscreen caused them to use it when they normally would not have
    • Negatives
    • People rarely applied sunscreen when it was raining
    • Some people declined to use sunscreen due to sensitive skin
    • Motivation to put on sunscreen appeared low; people were often too busy to apply sunscreen
  • 10.
    • Positives
    • The number of views indicated that people were going to the Facebook page
    • Negatives
    • The content of the page was not interesting enough to encourage people to become fans or post on the wall
    • The network of people who were aware of the page was only a fraction of the total dorm community, which may have made it less social
  • 11.
    • Real World
    • Making sunscreen application a daily habit may require attaching it to a more consistent existing habit
    • Online
    • For the Facebook page to work, there must be more engaging content for people to interact with