1. 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 UPDATED on August 18th 2015 http://www.nudgefrance.org Contact: richard.bordenave@bva.fr nudgefrance@gmail.com

2. http://www.cop21.gouv.fr/en

3.  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 : What’s NudgeFrance? http://www.nudgefrance.org/

4.  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/ So what is a nudge?

5.  In the context of the 2015 UN Paris Climate Change Conference, NudgeFrance is organizing a 3-month 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: 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! And so…what is the NudgeChallenge?

6. BEWARE! Nudge doesn’t replace the existing means used to change behaviors: for example the efforts deployed against smoking are all very useful Nudge is complimentary to other measures, enhancing their efficiency with positive framing. All while respecting the citizens’ freedom of choices. 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) 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.),

7. 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…

8. 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 rain- water), 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.

9. 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 30 th.nudgefrance@gmail.com  Participation is free of charge.

10. 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: In-situ ethnographic research, identifying levers and restraints Nudges co-creation workshops (with partners) Preparing an in-situ demo to illustrate proto in their video. Nudges evaluation and pre-selection session Exploration 1 Ideation 2 Pre-selection 3 Prototyping 4

11. What kind of deliverable is expected? Evidence path (if any, or to plan) 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 ? 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. What is the behavioral challenge? 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 ? Why and Who should embrace it? 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 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 01 02 03 05 04 [Insert a video to illustrate the Nudge]  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: Videos will have to be uploaded by October 31st (technical details and Facebook link will get to you in September)

12. Timetable and arrangements  International teams will take part to the International Video Contest, send their videos before October 31st, leaving time for the audience to vote during the month of November. Best Presentation Award Oct. 16th, 2015 FRANCE based teams International Video Contest Dec. 9th, 2015 Open to all teams globally! 4-minute video in English. People get to vote on a dedicated Facebook contest page. Both French and International teams will upload their videos before October 31 st. Vote is open from November 1 st to November 30 th. The NudgeFrance panel will also select its favorite projects. Multiple awards (by topic for instance) can be granted if enough videos are produced. Oral presentation, before a panel of experts (both public and private sector professionals, NudgeFrance experts). 8-minute presentation in French followed by a 5-minute Q&A session. Grades will depend on project originality, mastering of nudge concepts, oral skills. Multiples awards will be granted: Best Nudge, Best Demonstration, etc. Groups will also produce videos for the Video Contest 16 teams registered SOLD-OUT!

13. Video Contest project submission instructions  Please note! Deadline for submission of your video is October 31 st ! 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.comnudgefrance@gmail.com

14. Awards and locations  2 sequential awards Best Presentation Award Friday, Oct. 16th Global Audience’s Award Wednesday, Dec. 9th 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)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. Press conference and show + media room + ORANGE DIGITAL SOCIETY FORUM http://placetob-cop21paris.com/en/ French based teams only

15. 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. To support media visibility & public involvement, our partner : http://placetob-cop21paris.com/en/

16. Our Partners  Events Best Presentation Award October 16th International video contest December 9th  Participating Schools  Sponsors