Presents
ChallengeCOP21
A three-month Nudge-design hackathon
fostering citizen-level action to mitigate global warming
Before and during United Nations Climate Conference
taking place in Paris from Nov 30th-Dec 11th
Contact:
richard.bordenave@bva.fr
nudgefrance@gmail.com
UPDATED on September 2nd 2015
http://www.nudgefrance.org
http://www.cop21.gouv.fr/en
What’s NudgeFrance?

NudgeFrance is a French NGO (and a nonprofit organization) that promotes nudge
to improve public policies and causes of general interest.

Members include Civil Servants (head of State Modernization), Senior members of
BVA Nudge-Unit (French Market Research company), academics (Nudge, Behavior,
Law specialists), and others from civil society or private sector, all passionate by
behavior change…

The board :
http://www.nudgefrance.org/
So what is a nudge?

A nudge is a gentle prompt that triggers a desirable behavior (or prevent the
opposite conduct) by using implicit levers, others than rational persuasion
(information,
education...),
mainly
by
modifying
situational
choice
architectures (per Thaler & Sunstein). Example:
http://nudges.org/
And so…what is the NudgeChallenge?

In the context of the 2015 UN Paris Climate Change Conference, NudgeFrance is organizing a 3month Nudge-design contest. Can you produce Nudges to help mitigate Climate Change?

By teams, participants will have to explore daily behaviors in a specific situation, note the irrational
or unproductive ones, generate numerous Nudge ideas, select and fine-tune the best one(s),
prototype it and produce proofs that the selected Nudge(s) can improve behaviors!

There will be a Best Presentation Award on October 16th, open to French teams only

All teams will be able to enter the Video Contest, before October 31st - Extended deadline
November 15th: each team will produce a video to introduce their project in English. The videos
will be uploaded on the Contest’s Facebook page and people will vote for their favorite idea!
Can I Nudge?

Once your team has registered by email (see the registration form downloadable from the
NudgeFrance.org article), we’ll give you free access to a Nudge-design toolkit put together by the
BVA Nudge Unit and AIM (initially designed for brands but that can be used by anyone: students,
public organizations, etc.),
BEWARE! Nudge doesn’t replace the
existing means used to change behaviors:
for example the efforts deployed against
smoking are all very useful
By marking the specific smoking zones with
tape (ie smoking is allowed but smokers have
to stay within specific zones), smoking in
non-smoking areas was halved at Kastrup
Airport)
(source: Pelle Guldborg Hansen)
Nudge is complimentary to other
measures, enhancing their efficiency with
positive framing. All while respecting the
citizens’ freedom of choices.
One main topic: tackle climate change

Teams will work on daily-life challenges, finding Nudges that can foster behavioral
changes with an impact on global warming (either causes and/or consequences).

Those challenges will be defined in very specific, daily behavioral matters and be tied
in the core stakes of the UN Climate Change Conference: reducing energy
consumption, water savings, protection of bio-diversity, reduction of polluting
emissions…
Climate matters: behavioral examples
Teams can address local behavioral matters depending on their specific context!

Energy: decreasing household heating, mastering home-appliances energy consumption, switch to
cleaner devices (fans vs air conditioning,…)

Diminish water consumption : drinking tap water, collecting and reusing water (including rainwater), reducing use of chemical fertilizers, reducing garden watering, reducing bath/shower water
consumption…

Transportation: fostering greener multimodal means of transportation, including bike-riding,
walking, carpooling, and ways to reduce traveling distances (consuming local products, online
shopping).

Recycling and waste management: ease the sorting and recycling of waste, foster composting,
avoiding rejection of chemicals in the wild, decreasing use of single-use consumables, recycle food…
Beware, the solutions brought up will have to deal with Nudge! That means they can’t consist in a
new equipment or an educative program. They’ll have to impact behaviors in a situation where
true change are difficult to trigger (due to natural human tendencies or a specific context),
independently from purchasing power or rational acceptance.
About Participation and Registration…

The contest is open to all! We especially encourage students to participate,
as well as teams mixing professionals from different domains.

A team should have 6 to 8 members.

The NudgeChallenge Registration document is available on NudgeFrance.org.
Please fill the document and send it at nudgefrance@gmail.com before
September 30th.

Participation is free of charge.
What kind of deliverable is expected?

You will have to imagine one or multiple Nudge ideas that you’ll prototype.

We expect you to bring proof of your idea(s)’ efficiency!

The recommendations you give will have to be backed by real-world behaviors observation.

Here is an example of a process you could follow to lead your project:
1
Exploration
In-situ ethnographic
research, identifying
levers and restraints
2
Ideation
Nudges co-creation
workshops (with
partners)
3
Pre-selection
Nudges evaluation and
pre-selection session
4
Prototyping
Preparing an in-situ
demo to illustrate
proto in their video.
What kind of deliverable is expected?

A punchy 3-4 minute video. You’re free to design whatever script you want for your
video, but it must cover the following 5 themes:
01
What is the observed insight?
What is the current behaviour of the targeted individuals? What are the causes of this issue? The insight
should be based on observations, and not on declarative elements.
02
What is the behavioral challenge?
03
Why and Who should embrace it?
What is the encouraged behavior? What are we trying to achieve with it? How does the challenge relate to
the insight, and what specific individuals are targeted? What gets in their way today ?
[Insert a video to
illustrate the Nudge]
How important is this topic ? How is can it be linked to the COP 21 and climate challenges ? Who should own the nudge? What makes us think
that the problem can be solved without creating side effects, starting with citizen acceptance ?
The Nudge
04
PRINCIPLE: Explain how the Nudge will manage to change behaviours based on learning from behavioural sciences. Emphasize key words
(norms, anchoring, salience, …) to ease the understanding.
EXECUTION: Describe the Nudge that you created, illustrate with look&feel prototype, possibly a mock-up in-situ. Use design to make it obvious
Evidence path (if any, or to plan)
05
LAB EVIDENCE: Which previous academic learnings support the evidence that the Nudge could work, any new experiment to create ?
FIELD EVIDENCE: How do you intent to measure its efficiency in real life ? What Key Performance Indicators will you use ?
Timetable and arrangements

International teams will take part to the International Video Contest, send their
videos before October 31st - Extended deadline November 15th, leaving time for
the audience to vote during the month of November.
Best Presentation
Award
International Video Contest
Dec. 9th, 2015
Open to all teams globally!
Oct. 16th, 2015
FRANCE based teams
•
Oral presentation, before a panel of experts
•
get to vote on a dedicated
(both public and private sector professionals,
Facebook contest page.
NudgeFrance experts).
•
8-minute presentation in French followed by
•
deadline November 15th.
on project originality, mastering of nudge
•
Multiples awards will be granted: Best Nudge,
Best Demonstration, etc.
•
Groups will also produce videos for the Video
Contest
Both French and International teams will upload
their videos before October 31st - Extended
a 5-minute Q&A session. Grades will depend
concepts, oral skills.
4-minute video in English. People
•
Vote is open from November 1st to November 30th.
•
The NudgeFrance panel will also select its favorite
projects. Multiple awards (by topic for instance)
can be granted if enough videos are produced.
Video Contest project submission instructions

Please note! Deadline for submission of your video is October 31st - Extended deadline
November 15th.
1.
Save your project video in this format : mp4 / H264 / 720p
2.
Name your video as follows: School_Topic_TeamName
3.
Upload your video on a file hosting system (WeTransfer, Dropbox, etc.)
4.
Send us the link to download the file at nudgefrance@gmail.com
Awards and locations

2 sequential awards
Best Presentation Award
Friday, Oct. 16th
French based teams only
Global Audience’s Award
Wednesday, Dec. 9th
http://placetob-cop21paris.com/en/
Press conference and
show + media room
+
ORANGE DIGITAL SOCIETY
FORUM
One-day event, sponsored by the French
government : “Public Innovation Week”
featuring French teams’ presentations &
NudgeFrance lecture.
Award ceremony in the evening (probable
location of event: Campus Cluster Paris
Innovation http://www.campuscpi.fr)
Award ceremony and a NudgeFrance presentation
+ Jury’s Award ceremony
Location: Belushi’s, 5 rue de Dunkerque, Paris
And ONLINE publishing
The priority goal is to offer publicity to the projects brought up by
participating teams towards COP 21 Global audiences & media.
To support media visibility & public
involvement, our partner :
http://placetob-cop21paris.com/en/
What is Place to B? A movement fuelled by all those who want to convey the message in a different way.
Climate change is an anxiety-provoking subject which is difficult to tackle in the media and gives us a sense of
powerlessness despite the fact that solutions exist.
Place to B answers this by creating an innovative and multidisciplinary information factory, with the ambition
to write a different narrative about climate issues and to create a unique newsworthy momentum during the
COP21 in Paris, December 2015.
Place to B is an ideal co-working space that will welcome journalists, bloggers, graphic designers, illustrators,
web developers, photographers, video makers, comedians, writers… who want to cover the COP21 negotiations
and look for an ideal workplace tailored to their needs : web connection, communication toolbox, etc.
A themed program of events will include meetings, press conferences, daily briefings, discussions with experts
and public figures and the delivery of content proposed by Place to B’s COPilots. But also moments of
conviviality, various workshops, film screenings, concerts… all open to public.
Our Partners

Events
Best Presentation Award
October 16th
International video contest
December 9th

Participating Schools

Sponsors