Headline: Encouraging 1 billion men to become active allies in supporting gender equality. Challenge: Understanding levers & micro-barriers to registration and commitment. Method & Scope: In-depth interviews and website assessment with 48 men across 4 countries: France, USA, South Africa & Chile. Nudges: Over 60 Nudges co-created with the HeForShe team, via a NudgeLab session at the United Nations, including:
– Leveraging Emotion via photography of members. – Increasing Salience with locally relevant activities. – Providing Easiness with showcasing the lack of financial or time commitment to register. – Engaging Social Norms with the number of commitments and activities.
Result: A dramatic increase in conversion, with visitor registration rates improving from 2% to 22.5% Click here to hear Eric Singler speak about behavioral science and gender equality at the United Nations.