What is “The Fun Theory” Campaign?

The best way to describe the idea behind “The Fun Theory”, initiated by Volkswagen, is to use their description:

[The Fun Theory] site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better.

I’ve heard about some of “The Fun Theory” finalists but the latest winner, “The Speed Camera Lottery” brought me to the site. Kevin Richardson developed the idea as a simple way to motivate and reward drivers who drive at or below the speed limit. Each time a driver goes through a specific intersection, a picture is taken of their car and license plate. If they are at or below the speed limit, they are automatically entered into a lottery with a cash reward. If they are above the speed limit, the driver is issued a traffic ticket and its payment will fund the reward/lottery.

My guess is that they’ll only allow one entry per vehicle for the lottery but the citations are unlimited. Here is the video of the “The Speed Camera Lottery” in action:

[youtube width=”425″ height=”239″]http://www.youtube.com/watch?v=iynzHWwJXaA&feature=player_embedded[/youtube]

Be sure to check out “The Fun Theory” site and see some of the other ideas and finalists.

So what works best – the stick or the carrot? With “The Speed Camera Lottery” example, you have both and it’s up to each driver to make their choice. I think it’s a great motivator; especially when our usual options are stick or no stick.