Section | Example |
---|---|
Project Description | “This project is exploring different concepts encouraging people in the UK to quit smoking” |
Methodology | “The project involved discussions around how simple, unexpected, concrete, credible, emotional, motivating and how much storytelling there was within 3 different concepts” |
Description of any stimulus | Concept 1: a pair of lungs made from a wilted flower on the left side, and a vibrant, colorful bouquet of flowers on the right side. The text reads “QUIT SMOKING AND BREATHE” |
Concept 2: features a handwritten note saying, “I’m not scared of spiders. I’m scared of my Mum dying from smoking,” next to a real spider. It also includes a statistic about the number of people dying each week in the UK from smoking-related diseases. | |
Concept 3: shows a diseased, decomposing part of the body inside a cigarette paper, with the text: “Every cigarette rots you from the inside out.” | |
Overall Objectives | “The project aims to understand which of these concepts is the most motivating for quitting smoking, and how much the sticky ideas framework (simple, unexpected, concrete, credible, emotional, storytelling) impact motivation.” |