Abstract:

We intend to exercise regularly, eat healthily, purchase adequate life insurance and adhere to medications. But we don’t. Innovative approaches are required to explain the ‘intent-action gap’ and elicit levers to drive action. In Africa, it’s key to realising the opportunity to avert 3.4 million new cases of HIV by 2025 through helping men convert their intent into action by voluntarily getting medically circumcised so they attain the 60% protection it’s proven to provide them. Narrating the circumcision case as an example, this presentation presents how integrating applied behavioural economics game techniques with a consumer journey approach can reveal the emotions, mental models and biases that inhibit action so that effective levers can be applied to induce consumer action.