Every day we are bombarded with messages that try to persuade us to change our behaviour for the good of ourselves and society. Drink less alcohol! Eat less food! Wear a mask! Get vaccinated!
Millions of dollars are spent each year on information campaigns designed to foster more cohesive and inclusive societies. In developing economies, this includes efforts to foster democratic attitudes and more effective political systems. Say no to gender-based violence! Reject corruption! Do not sell your vote!
Given how pervasive they are, the most surprising thing about these campaigns is that many just don’t work. Some even make the situation worse. The reason why is important, because it tells us something about why it’s so hard to change human behaviour.
