Robert Cialdini explains how 'Don't Mess with Texas' cut litter 70% by appealing to Texan identity. The campaign worked by making people conscious of their group membership, then linking clean streets to what it means to be Texan. Identity, not shame, drove the behavior change.
They will say yes to a greater extent. Yeah. It reminds me of a few things. One is, uh, I think it was that campaign, Don't Mess with Texas, where they're trying to reduce littering, which they reduced 70% of people littering with that campaign by using that principle of unity saying, hey, if you are a Texan, don't litter. You're strong, you're rebellious, but we don't litter and we keep our streets clean.
That's a brilliant example because people knew it on the one, they knew that they were in Texas and the people are in the people around them were mostly, but you had to bring it to consciousness.
