Dan Metcalfe #ogilvychange lab day

1. Inertia, Scarcity and Prevention
Feb 2014

2. Health has changed

3. Answer: Provide information and change intention

4. Inertia

5. Inform
Intent
Inertia
http://www.flickr.com/photos/sliceofchic/4884979125/

6. Intent
Inertia

7. Intent
Inertia

8. Scarcity

9. Scarcity friendly
Between category shift from sugary drink to milk
Change in shopping
habit
Change in
consumption habit
Within category shift from
sugary drink to sugar-free
alternative
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Shift from one shelf to the other
Cost is the same
Portion size the same
Brand is the same
Shelf-life is the same
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Questions from children about
shift to different version of
product and slight change in taste
Shorter time required to
habitualise change
No change in cleaning, packed
lunch preparation,
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Additional purchase in new aisle.
Question of additional cost of new product.
Question of what volume of new product to buy.
Question of shelf-life of product
No single serving of product avaiable
Avoiding habitual purchase in new aisle.
Questions from children about shift in product and protests
about LOSS of habitual product
Potential shift in habits of drinking – different portions,
containers etc.
Several weeks needed for larger change to become habitual
Additional cleaning if used to consuming cans
Need to purchase additional products that are suitable for
packed lunch
Potential for children to purchase own sugary drinks to address
change (no social norm of milk drinking with peers)
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Less challenge to social norm.

10. Scarcity friendly

11. Feeling Great
http://www.daizizheng.com/

12. Thank you
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Embrace inertia
Think in cascades
Create space
Stop it with ‘health’
PS. Come work for us!
dan.metcalfe@phe.gov.uk