Using behavioural science to unlock new ways to tackle apathy in oral care
To get apathetic sensitive teeth sufferers who aren’t using a sensitivity toothpaste to use one!
TBA Approach.
Literature immersion, BE lens review of existing knowledge and stakeholder interviews.
Behavioural hypotheses workshop to build triggers, barriers and ways to nudge behaviour
Consumer behavioural deep-dive (India / US) longitudinal, in-home and in-store to explore hypotheses
2 day debrief and activation workshop to share findings and develop behavioural strategy
Behavioural Insights, Interventions & Impact.
Identified deep behavioural insights about the cause of current apathy – from lack of connection with white coat authority figures to sensitivity occurrences being viewed in isolation.
Developed a suite of BE inspired nudges and interventions across comms, innovation, shopper and brand, including using visual primes and shortcuts to connect people to the issue and nudge them toward action.
Identified new authority figures beyond white coats – e.g. food bloggers / chefs. Explored ways to link isolated sensitivity episodes into a much more salient SERIES – 20 episodes becomes so much more motivating to act on than 1!