I’m choosing to write about the Green Footsteps project by iNudgeYou.
Problem: Copenhagen, as beautiful as it is, has a trash problem. Like most major cities in the world it’s pretty dirty, and theres often a lot of stuff on the ground. Often this happens due to people’s lack of pride and care for the environment, but sometimes it’s just hard to find a trash can when you’re in a rush.
Condition: Adding more trashcans by themselves isn’t going to help. People still won’t hunt them out, because we are creatures with a short attention span, and human nature is to seek out that which is noticeable and right in front of us.
Result: The green footsteps were born. Basically the Municipality of Copenhagen paid iNudgeYou and Pelle Guldborg Hansen to research the areas with the most problems, and ask people why they thought there was so much litter. What they came up with is all these little green trashcans all over, with anywhere from 3 to 6 green footprints leading up to them. The idea is that the green footsteps catch your attention before you even see the trashcan, so they in effect lead you to the trashcan, and remind you to throw something away before you see the can. It’s worked too. Hansen’s research has since revealed a 46% decrease in littering since the foot prints were painted.