Would you do it if you’d have to take his or her place instead? And what if you don’t know when someone is going to come and free you up?

Tough questions and tough decisions. The Swedish Armed Forces decided to put ‘Who Cares?’ for a test in an attempt to engage the youth and generate national buzz around their recruiting efforts.

It turned out that a hell of a lot of people did care and voluntarily gave up their time and certainties to rescue one another.

I love the simplicity of the ‘game’ rules and how a trigger like that get people to act for no aparent logical reason. These type of behavioural challenges are in many ways not different from the type of shopper challenges we encounter every day and it’d be very interesting to put some behavioural economics ideas to test in the commercial environment more often rather than keep using the established ways to communicate with shoppers. I’m not saying that we should lock people down until they buy a product, but get deeper in understanding how and why people act and provide a simple set of parameters to trigger that action.

What do you think?

Regional Executive Creative Director, Geometry Global Asia Pacific