A social media challenge encouraging Bogotá’s citizens to adopt new shower habits in response to the city’s water crisis.
What unsustainable behavior needs to change:
In countries like Colombia, showering is highly valued both culturally and socially, symbolising wellness and respect. However, taking long showers is unsustainable, as showering accounts for the largest portion of household water usage—between 45% to 60% of the total usage. A typical 5-minute shower uses approximately 95 litres of water, making it crucial to consider more efficient practices.
Bogotá’s water supply relies on its reservoirs, but due to climate change, reservoir levels are decreasing, thereby threatening the city’s overall water availability. Therefore, it’s critical to understand citizens‘ water consumption habits, particularly during showers, to encourage reduced water usage and shorter shower times.
The Green Nudge:
The student group created a shower challenge called #DUCHAllenge (a fusion of „ducha,“ meaning „shower“ in Spanish, and „challenge“), where participants time their showers and share the results on social media. The goal is to encourage shorter showers and inspire others to join in.
The result: Since its launch, the challenge has gained significant traction on social media, with many people sharing their shower times. The response has exceeded expectations, attracting not only individuals but also institutions like the Bogotá Secretary of Culture. Media coverage has further expanded its reach, inviting more people to participate.
The Green Nudge initiative, represented by the challenge, subtly promotes eco-friendly choices by encouraging behaviour change without limiting personal freedom. In the context of Bogotá’s water scarcity, it reframes water conservation as a voluntary and engaging challenge rather than a mandatory action.
Are you aware of any other nudges that help to promote planet-friendly food choices? Feel free to get in touch: hello@green-nudges.com
From a group of Universidad de los Andes students who came up with #DuChallenge during a 2 hour innovation lab class about behavioural sciences. In class, we worked together to understand and resolve Bogota’s water crisis. During the process, our professor Lina Moros encouraged us to also come up with a green nudge to accompany our solution.
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