This year at Roskilde Festival Nudge Crowd experimented with a different type of event for our community. We organized a workshop where our crowd members acted as nudge-gurus who helped the festival guests build nudges to keep their camps clean - “to nudge the nastiness away” as the title of the event suggested. The material is based on the EAST frame work developed by the UK Behavioral Insights Team

1. Workshop Material for Nudging Workshop
at Roskilde Festival 17

2. 1) Make it easy
2) Make it attractive
3) Make it social
4) Make it timely
Behavioral
Design principles
Reduce the
Hassle factor
The effort required to perform an action often puts
people off. If you want to make your camp mates put
the trash in the garbage bin think of ways to make it
easier. If you want to stop people from peeing next to
your tent, think about how to make it harder,
If you struggle finding creative solution, try a reverse
brainstorm.
WHAT CAN YOU DO TO MAKE
YOUR CAMP AS NASTY AS
POSSIBLE?
When you have made a long list of bad interventions,
try reverse the ideas and see what happens.
Slanted trash cans
Slanted trash is a way to make it easier
for bicyclist to get rid of their trash and
thereby ensure that it end up in
garbage bin and not at the street.
Designed for pizza trays
At nighttime in Gothersgade in CPH
empty pizza trays used to float all
over the street. But by redesign the
trash can to easily fit a pizza
tray,littering in the street has been
reduced significantly.

3. 1) Make it easy
2) Make it attractive
3) Make it social
4) Make it timely
Behavioral
Design principles
Attract attention and
make it appealing
Each minute our brain is exposed to hundreds of
different impressions and we are constantly to
prioritizing what is important and what is not. In other
words, action requires attention as well as motivation
to conduct a particular task. Nudging is all about
capturing attention and making it appealing to
conduct the desired action.
TRANSFORM BROKEN STUFF
INTO AN INSTALLATION
THAT MAKES IT FUN TO
COLLECT TRASH
Attract attention
Bright color garbage bins green foots
reminds people that they need to use
them and have increased litter going to
the bin with as much as around 45%.
(Inudgeyou)
Gamification
Google 10 Creative Ideas To Reduce
Littering & Vandalism for some great
examples of gamification and
Affaldsadfærd i Nattelivet Gothersgade to
see a video (in danish) about how they
reduce trash in the nightlife (go to 2:35).

4. Behavioral
Design principles
Activate peer pressure
Humans are social animals. We are heavily influenced
by what those around us do and say. We Laugh twice
as often when we watch a comedy show together than
we do if we watch it alone. And we are more likely to
take the stairs if the person ahead of us do.
Develop a voting system or
another social game that
keep your camp clean
Trash Voting
Last year Funky camp used trash
collection to decide their music theme
The power of pairs
Sharing a bin with another person mobilize
an effect of social peer pressure. However, if
there are more than two sharing, the effect
reverse as people begin to hide themselves
in the crowd. (Bucciol, Montinari, Piovesan, 2013)
1) Make it easy
2) Make it attractive
3) Make it social
4) Make it timely
Unsorted waste pr. person
1 user 2 users 3-6 users
2.2 l
1.8 l
6.6 l

5. 1) Make it easy
2) Make it attractive
3) Make it social
4) Make it timely
Behavioral
Design principles
Get people
committed
Pain from
losses
Pleasure
from
gains
Our preferences our often time inconsistent. We like
our camp to be clean, but when you are sitting in the
festival chair with a cold beer, getting up to throw out
the empty can of tuna, is not going to happen. We
therefore need help to make the decisions we
appreciate in the long run. Making a commitment is a
great way to do this.
1) Set a goal,
2) Find a referee
3) Choose what happens if you fail
(which you of course don’t cause
your awesome).
Make a contract to reach your goals
At the online platform StickK you can make legally
binding “commitment contracts” with yourselves
to reach your goals and dreams. To increase the
stakes StickK you choose something you dislike
very much, for example the Trump 2020 re-
election campaign. If you then fail to meet your
goals, you StickK will make a donation on your
behalf to Trump.
We are bad losers
We hate loosing much more
than we appreciate gaining
something. So if we we think of
something of a loss instead of
a gain, we put more attention
to it.