Conserving Savoie’s mountain lakes with a splash of humour

What unsustainable behavior needs to change:

High altitude lakes nestled in the French Savoy Mountains are pristine and fragile ecosystems that have long been cherished for their natural beauty and serenity. However, these idyllic alpine sanctuaries are facing a growing threat – mass tourism. As tourists flock to the Savoie region in search of adventure and relaxation, they often indulge in the tempting activity of swimming in these pristine mountain lakes. While swimming can be a delightful experience, it comes at a cost to these delicate ecosystems.

Mountain lakes are particularly sensitive environments, where a delicate balance of flora and fauna thrives in crystal-clear waters. The influx of tourists dipping into these alpine waters disrupts this equilibrium. Human activity introduces pollutants, disturbs the habitats of aquatic creatures, and can lead to erosion around the shorelines.

 

The Green Nudge:

In a bid to preserve the fragile mountain ecosystems of the Savoie department, the local authorities commissioned the „NUDGE ME“ agency. In the summer of 2023, in four of the region’s pristine mountain lakes, the agency deployed two green nudge sign designs for testing: the shark and the mermaid.

These signs represent a delightful fusion of humour and environmental conservation, designed to tap into our instinctual, “System 1 thinking”. The shark, for instance, is not your typical local finned predator, but a whimsical sign placed at the water’s edge. Instead of causing fear, it provokes curiosity. Visitors are left wondering, „Why on earth is there a shark warning in a mountain lake?“

The accompanying message is where the magic happens: „Of course, no shark here! But a lake with a fragile ecosystem. Don’t swim, thank you!“ This humorous twist activates “System 1 thinking” by using surprise and wit to gently nudge visitors towards the desired behaviour.

Throughout the summer, numerous observations were conducted by local stakeholders, including Regional Natural Park agents, shepherds, and professional hikers. 

The results: A significantly fewer number of visitors dared to swim in these high-altitude lakes. The shark and mermaid nudge signs, with their humour and visual impact, effectively conveyed the message that these mountain lakes are delicate ecosystems worth protecting.

 

Are you aware of any other nudges that promote sustainable tourism? Feel free to get in touch: hello@green-nudges.com

 

From Jean-Marc Badaroux, the Director of nudge ME, the pioneering French communications agency dedicated to the art of nudging. With eight years of experience, nudge ME specialises in consulting on a wide range of topics, including health, safety, sustainable development, civic engagement, UX or management.

The Palau Pledge: An immigration stamp prompts respect for nature

What unsustainable behavior needs to change:

Palau, a Polynesian island nation, faces a critical challenge rooted in its heavy reliance on tourism (85% of its GDP, pre-COVID). Tourism alone equates to more than eight times its own population, with 160,000 tourists arriving each year. However, it also poses a significant threat as thousands of tourists year after year leave behind trash, engage in harmful interactions with nature and pose a significant danger to the islands’ delicate ecosystem.

The local government initially pursued a communication strategy centred on the island’s visitor experience and natural beauty. However, despite these efforts attracting more visitors, they failed to address the initial problem.

 

The Green Nudge:

A group of four local activists joined forces with Host/Havas and created the ‘Palau Pledge,’ which asks visitors to make a promise to preserve the island’s extraordinary wonders. This is achieved through a mandatory passport stamp, which every traveller must sign upon their arrival in Palau.

The pledge, written by the children of the island, asked visitors to embrace the culture, respect the environment and make sure that “the only footprints I shall leave are those that will wash away.” The stamps were produced in the five major visitor languages: Japanese, Korean, English, Chinese, and Taiwanese.

The result: Unfortunately the impact could not be measured and isolated. According to Havas, 96% of tourists said “the pledge made them consider their actions more closely,” while 65% said they used the pledge’s principles during their stay to remind others about the right way to protect Palau’s delicate environment. 

While specific behavioural data for the effectiveness of the intervention is lacking, research on the signature effect and its influence on behaviour has been explored in various contexts:

  • Psychological Commitment: When individuals physically sign their names on a document or pledge, it creates a sense of personal commitment. They are more likely to follow through with the promise they’ve made because it aligns with their self-image as someone who keeps their word. 
  • Identity Alignment: When tourists sign the pledge, they are not just making a commitment; they are aligning themselves with a specific identity – that of a responsible and environmentally conscious traveller. By signing, tourists signal to themselves and others that they are part of a group that values environmental preservation, which can lead to behaviour that supports this identity.
  • Social Norm Formation: Tourists arriving in Palau see others signing the pledge and conform to this social norm, making responsible behaviour the expected and accepted standard.

 

Are you aware of any other nudges that promote sustainable tourism? Feel free to get in touch: hello@green-nudges.com