Case study: BT
The day nudge theory met Lord Kitchener
What happens when you look at propaganda through the lens of behavioural science? We found out when we took BT on a field trip to the National Army Museum.
Like many of our clients, BT have a network of tone of voice champs – people from across the business who care about language, and act as for ambassadors for their brand voice. Every year, we spend a day with BT’s champs to teach them something new about writing.
This time, we looked at behavioural science: the biases and effects that shape how we make decisions – and ways we can frame decisions to persuade people to make a particular choice.
The powers of persuasion
While we’re not exactly proponents of propaganda, there’s something to be said for its power to persuade. And so we set the champs off on a ‘nudge hunt’ around the museum, looking for examples of behavioural science at work in propaganda posters.
Then we brought it back to their writing at BT, exploring ways the team could use nudge theory in their day-to-day messages – like persuading people to fill in an employee survey, or come to a training session.
From the feedback, we’re hoping they’ll use their newfound powers for good.