Driving Impact by Designing for Behavior Change
Nearing the one-year milestone of Covid-19, one of the nation’s largest domestic hunger-relief organizations became increasingly aware that people’s level of passion for domestic hunger did not match the large scale of need for relief due to the Pandemic. Realizing this and wanting to find ways to better serve and engage individuals to act on behalf of domestic hunger in the long-term, the organization came to Egg Strategy with a simple question: how can we encourage more people in America to engage on behalf of domestic hunger?
Our team first illuminated current behaviors through 20+ qualitative interviews and a quantitative survey among N=1,500 people in America who currently participate on behalf of domestic hunger. We then used our Behavior Change Model to deconstruct this current behavior into individual components of Motivation, Ability, Cue and Reinforcement, which helped us isolate and unpack what helps and hinders individuals as they look to support the domestic hunger cause.
Leveraging backgrounds in academic Behavioral Design and expertise in consumer insights and brand strategy, our team pinpointed several key strategies to solve for pain points within current behaviors. Further, we also identified the target behaviors that will guarantee the most impact by not only fueling individuals’ sense of passion for domestic hunger but also by securing frequent, long-term engagement to help eliminate one of the greatest issues facing America today.