The title of the first course later: «Sprachliches Neuland entdecken» — Discover new linguistic territory. Six evenings of three lessons each, the first course was fully booked and the cantonal quality inspector immediately transferred his visit into an application for the course. One of my favorite exercises: Participants pick a colour — ochre, purple, olive green, alarm red, Caribbean blue or anthracite… and write a short portrait — value and weight of the colour, effect and possible applications in (business) everyday life.

Picture: Cover of the course material 1997 at the EB Zurich School for my copywriting course.

More than 2300 lessons and 28 years later I look back on this incredible chain of individual courses and semester programs again. Countless individual courses, development and start of the first course of education in Switzerland with a federal examination for copywriters. In addition, numerous courses for companies in Switzerland and abroad, other schools and five years as a guest lecturer at the West Pomeranian Technical University in Szczecin (Poland) and one year at the University of Bucharest. Currently I am teaching a Nudge Module at the University of Applied Sciences and Arts HSLU in Lucerne. Also unforgettable is an individual course on advertising and communication for prospective hairdressers. While some in the plenum fiddled with each other to find new hairstyles, one participant slept on the windowsill from time to time and sometimes I did not recognize the students, because they were constantly changing their haircut and hair colour.

The subject areas: communication on all channels, (viral) marketing, experimental economics, design thinking and behavioural economics. And the disruptive moments? And all the inventions? I often didn’t pay much attention to the countless references such as “I don’t think you can do it”, “I guess you don’t quite understand the connection between the basic prerequisite and the feasibility criteria for course ideas especially in your grey area” or “When it comes to teaching technique, you are a clear outsider and there is a lack of qualified didactic know-how — just don’t count on too many chances so that your disappointment remains on a small scale afterwards”. My master’s degree was entitled “”Mobile Learning in Adult Education — Possibilities and limitations of connecting mobile devices with didactic models within a Personal Learning Environment PLE”. At the Zurich University of Applied Sciences ZHAW, Institute for Applied Psychology.

I don’t regret anything, often had really hard headaches in the night and often only by breathing techniques I managed the premiere of a totally self-made unprecedented course.

I lived and still live in the learning landscapes of constructivist didactics where I invited students to discover and process my modelled pieces of knowledge according to their own truth. I interweaved many theories, methods and processes with each other, often in hybrid or even triangular ways, designed pleasant lessons and exams, sometimes interspersed with loud laughter, confused the students, supported them in finding unconventional solutions and still have some contact with some today. The Executive Program at INSEAD Fontainebleau “Innovate Health for Tomorrow” laid an additional foundation for my continued tenacious expeditionary spirit into unknown areas of knowledge. Especially my Erasmus courses in Poland demanded everything from the student in thinking and self-organisation as a result of minimal briefings: Inspired by one of my travels in Hawaii (Rent-A-wreck), a short announcement for a marketing and sales concept for the new car rental company in the city, which only rents cars super cheap just before they are scrapped — without any roadside assistance in case of an incident.

And never have I lost sight of the focus of indispensable experiments, pilot courses and test series in order to teleport all the mountains of notes and considerations in an uncompromising reality check through the intensive synchronization format of insights and adjustments with rapid prototyping speed into marketability.

Why am I writing this slightly hyperbolically colored summary? As a signal and short note for other teachers who feel an insecurity in the stomach area or other places when leaving the (in the meantime almost rotten) behavioristic knowledge transfer paths for teaching. Just keep going, be ready to accept praise and take the often rocket launcher suspicious criticism and later in your own evaluation; strive for the next level.

Further education and training remain a key element on the way into the future. Course leaders around the world are constantly working on new forms. This is incomparably committed, super duper refreshing and without discussion of the highest importance for future generations. The transfer of knowledge is an organic encounter between people that survives all times. For this alone it is worthwhile as didactically experienced lecturers to keep the fascination of knowledge construction alive, to develop it further and to bring it through all Zeitgeist/Spirit of the time cascades into the plenums of the worldwide learning reactors for all.

Dramatically associative enough? Another unsolicited flaming speech? This is my personal thanks to all the people I have met at my knowledge journeys where learning pain points opened the doors for unconditional creativity exploration. Appreciation down to the tips of their hair, bliss over the face-piercing laugh lines from the lessons and unforgettable memories of incomparably strong learning moments. This is my very personal reward and a wealth of experience of priceless value.

Education is a galaxy. Through learning to the stars as it is called. Lifelong and crispy. Until unexpectedly during a learning conversation or a cafe de conspiracion, as I call the Rapid Exchange.

Thanks a thousand times for everything
Maurice Codourey

PS. My new unexpected journey takes me into the field of industry and global safety. Into the largely undiscovered land beyond the horizon of behavioral interventions for employees and customers to improve the experience of proper product use.

My expertise in healthcare focuses on all kinds of inventions, innovations and product updates related to the future driver of digital health. And Covid-19 has once again stepped on the accelerator in its technological development speed.

In my prototyping courses, I like to use amazingly simple and rather «de-engineered» products as a counter-movement for best practice inspiration. Especially for teams from the healthcare sector. Like the all-terrain mobility products of DeBug / Deming Designs from Pensacola in Florida — for people with temporary or chronic limitations.

James Hockaday writes in his 2019 Metro.co.uk article «Elderly pair giggle like children as they get chance to dip their toes in the sea» on the heart refreshing effect for residents of the Sŵn-y-Môr Care Centre, near Port Talbot in Sout Wales, United Kingdom. And certainly a lot of fun and a salty change for the nursing staff and volunteers. I could read the article every day — the laughter, screaming and pure joy of life of the two 80-year-olds banish any kind of gloom for good.

Isn’t it exactly these innovations that trigger a magnetizing effect all around through the immediate enthusiasm when used? And don’t such thrills of joy, which cover all cells, inspire us to persistently and constantly advocate innovations in the health care system? What it takes, according to my years of experience, to think not only technologically in lighthouse projects. Mechanical solutions also contribute to general well-being.

Of course, today interested hospitals, nursing homes and retirement homes choose between different models. For example, the lightweight beach wheelchairs from Sand Rider from Virginia Beach in Virgina, USA, which, it seems, are made for extreme sports.

Almost a kind of Formula 1 feeling for a price starting at 2800 USD for a new freedom on the beach. With wind in your hair, fun and action and probably the need to go down the sand and shore again tomorrow.

During such discoveries and encounters the endless aha-effects roll through the brain like an avalanche — there are almost no limits to overcoming obstacles to a more self-determined life for people with disabilities. All of us in the health care system need a little more openness to thinking in and out of the box.

And now as fast as possible to the endless beach, right in the middle of the foam-crown producing surf. Life is an ecstatic volcano.

I love healthcare.

Nudges are designed to motivate people to change their behaviour with gentle measures, for the environment, for their own safety or in the public interest. This is also an exciting approach for communities and cities.

In 2008 the book “Nudge book” was published. In it, the authors Richard H. Thaler and Cass R. Sunstein present their successful method of inviting people to a desired change in their behavior, making better choices for the common good. How is that supposed to work? And what does this mean for the communication of a community with its population?

The groundbreaking method has changed the behavioral economics and has earned Richard H. Thaler the Nobel Prize for Economics in 2017. As a consultant it has led him to Barack Obama in the Oval Office and to David Cameron at 10 Downing Street. The aim of Nudges is to encourage people to change their behaviour (and perceptions) with gentle measures, for the environment, for their own safety or in the interest of the general public.

Digital potential included
The Australian government of New South Wales uses a very successful nudge in the hospital sector: it reminds patients of their consultation appointment via SMS in connection with useful apps such as Google Maps. The increased participation due to this 160-character measure saves up to 100,000 dollars annually in costs.

Image: If the paper cup is painted on the floor and arrows show the way to the next rubbish bin, chances are high that the real paper cup will not land on the floor but in the bin where it belongs (BSR, Creation created by @igoverkill — Instagram profile).

Suggesting instead of commanding
«The Nudge» invites the population to make smarter decisions. This is always done in the interest of the common good and is voluntary. The gentle push is not an order, but a suggestion that leaves the people full freedom of choice whether or not to accept the change offered or to remain on the own default.

Berliners rely on humour
For more than 20 years, the public company Berliner Stadtreinigung (BSR) in Berlin has put humour on the map. The unique humour of the «Berlin DNA» forms the foundation of a multi-layered BSR campaign in communication with the public.

Image: Wastebasket communication of BSR — «every five minutes waste falls in love with this bucket» (BSR, Creation created by @igoverkill — Instagram profile).

Collecting, disposing and separating waste should be fun — the orange-coloured, long-standing campaign with smart slogans for example on the waste bins has generated a great deal of interest among the population and the media. The BSR defines the objectives of a long-term communication strategy as follows:

• Create enthusiasm for a «low involvement» product.
• To inspire people for an attractive cityscape and to motivate them to participate in a winking way, such as probably in street cleaning as well as in waste separation.

Desired changes in the behaviour and perception of target groups are always linked to the value of sustainability. These goals, including their measuring points, can hardly be achieved with «10-minute campaigns», as the communication around such a nudge alludes to people’s inner values and norms. The outstanding commitment of BSR with attention to detail shows a whole bouquet of successes achieved:

• The more than 23’000 wastebaskets turned into main actors.
• The BSR also spreads the invitation to change behaviour with its own social media articles on Twitter and YouTube. On an Instagramaccount, these heroes and helpers are regularly in the spotlight with messages from current events. Competitions round off the involvement of the Berliners.
• The daily work of the city cleaning service has also made the employees into heroes and increased their motivation to participate.
• In 2014, Berliner Stadtreinigung will be voted the most popular company in the city of Berlin with currently 5600 employees. It also enjoys a high level of acceptance among children, not least thanks to a comprehensive environmental education programme.
• Cleaning vehicles with the inscription «Räumschiff» or «Kehrrari» (phonetic and letter-intelligent word games like here with terms spaceship or Ferrari) ensure cheerfulness and cleanliness.
• Chalk drawings with references to the wastepaper basket put the corpus delicti in scene (see image above).
• The campaign also scores with English-language slogans among tourists: «You are leaving the dirty sector», «The embassy of clean Berlin» or «Museum of modern trash».

The measures have a scientific basis. They are based on a triad of operational, regulatory and communication measures. And the colour of the wastepaper baskets is also a highly relevant factor in terms of attention.

Image: «In the next life I’ll be a mailbox!» (BSR, Creation created by @igoverkill — Instagram profile).

Long-term study at the Humboldt University of Berlin 2005 to 2017
On behalf of various large cities, the Humboldt University has investigated the effectiveness of the measures. For the study «Perception of cleanliness and causes of littering» about 5000 residents of the cities Berlin, Frankfurt am Main, Cologne and Hamburg were interviewed. Birgit Nimke-Sliwinski, Head of Marketing at Berliner Stadtreinigung, summarizes the main results of the study: «The city’s cleanliness and the image of the cleaning companies are rated significantly better in 2017 than in 2005».

Excerpts from the study:

• Compared to 2005, there has been a striking change in the main litter objects (e.g. strongest growth in take-away packaging).
• Important reasons for littering are convenience and carelessness. But littering also depends on the number, functionality and above all the visibility of wastebaskets.
• Children and young people are more critical of cleanliness in the city and their own littering behaviour than adults.
• In a total of three field studies, the effectiveness of anti-littering measures derived from this assessment was demonstrated (optimisation of the design of wastepaper baskets in Cologne, use of «carers» in Hamburg, use of nudges and an accompanying target group-oriented poster campaign in Cologne).

Conclusion: In particular, the use of nudges and the accompanying poster campaign aimed at children and adolescents showed an increased effectiveness of the anti-litter measures. Children and adolescents rated the nudges used more positively than adults, which clearly shows the sense of a target group-specific and humorous approach.

During the last ten years of nudging, I have been more than fascinated by individual implementations. Like the BSR campaign from Berlin. My personal thanks for the nudgetastic exchange of knowledge go to Birgit Nimke-Sliwinski, Jana Becker and the entire BSR marketing team and teams behind this incredible performance.
The COD ROX Prototyping Class uses selected best practices for holistic inspiration of business teams.

Anti-littering — gentle and humorous nudges was originally published in Age of Awareness on Medium, where people are continuing the conversation by highlighting and responding to this story.

The influencing text. Always has been. Over the centuries, the spirit of the times has simply expanded the arrangements of letters, word types and phrases. For infinitive sentences such as «The tadpole laughs» or the inflationary use of exclamation marks to the platitudes and other content-less formats à la «Management must take care of the employees», the ongoing text evolution into more sophisticated shapes has always given gifts of insight. For all. Especially in the business application.

The sensory overload of the last 50 years has raised the sensitivity of target groups and the sophistication of writers to ever new levels. For the predicate «reader-influencing text», the concatenation of infinitive sentences alone is definitely no longer sufficient today. At most as a single section element in the sense of the dramatizing rhetorical stylistic device «ellipse». The appeal of writing cleverly devised texts and placing and hiding them in all possible channels as an invitation to read is as strong as ever. A look at a specific type of text with influential energy.

The Narrative
As a buzzword and in connection with the social science methods of framing, this evolutionary stage of storytelling continuously climbs the attention ladder of content professionals and leads to projects and strategy development in the sense of complementary communication measures — for example, the environmental commitment of a company, extraordinary projects or street activities of an NPO, dissemination of foundation or merger details, or the launch of an almost cultlike innovation laboratory. This mostly meaningful and goal-oriented influencing of the readers of authentic corporate communication (print and digital), often with the aim of serving the integrated call-to-action in a tasty way, fascinates and challenges.

The components of a Narrative include

• A story/the plot — what is told
• A discourse — how is it told (Framing)

The plot itself is a package with

• Starting points
• Events
• States
• Activities
• Aim and purpose

The plot
Undoubtedly the core and driving force of a Narrative. When creating a plot sketch, there is hardly any way around Gustav Freytag’s pyramid model from 1863 (book: «The Technique of Drama»). Remark: This seemingly crazy look back to 1863 follows the convincing innovation approach that the evolution of existing old knowledge through new discoveries and shifts in perspective leads to new variants and real innovation.

The opening to the (happy) end works similar to a Hero Journey (Joseph Campbell, 1949) — the protagonist embarks on an adventure from which he or she returns with wisdom gained. In Freytag’s work, the central concepts of the pyramid for the elaboration of notes and details are based on the model of the classical drama:

• Exposure
• Exciting moment (circumstance)
• Rising action
• Height and turning point
• Falling action
• Moment of last voltage
• Conflict resolution

Even if not all details of the plot sketch are used in the later implementation of the Narrative — the elaboration of the plot is central. With this richly prepared foundation, a gripping and rather long-term narrative with numerous shades can be polished and communicated.

Interdisciplinary teams are suitable for the creation of a plot sketch and a Narrative. The pure professional competence of communication experts is not enough, nor is one-time participation in a Design Thinking course. The internal team mix with interdisciplinary skills from research, production development and sales, for example, is as stimulating as the integration of external expertise. When putting together a team, it is advisable to use your own or a suitable competence model:

1 Professional competence
Professional knowledge and skills in the function representation

2 Methodological competence
Planning and organisational skills, problem solving ability/creativity, quality orientation

3 Self-competence
Personal responsibility, performance, ability to learn and change

4 Social competence
Communication skills, ability to deal with conflicts, ability to work in a team, customer orientation, gender and diversity competence

5 Leadership skills
Steering and motivating skills, management skills, leadership skills in the field of politics and administration

The model can be used as a checklist or «menu card» — which skills are desirable in the prototyping plot team. In comparison with the competency/strength profiles of the employees, a more neutral team selection is generated than the convening of mutually sympathetic colleagues.

And: with a good plot work, the construction elements of the Narrative cannot be defined as if by magic, but little by little — the feasible way of babysteps. Usually, material is created for a campaign with a serial character, which supplements the ongoing «standard communication» with a shaken measure of magnetizing liveliness and — influence.

Rapid prototyping and measurability
In my countless sessions around communication development I have always incorporated methods for holistic thinking. This also applies to experienced development teams, where the intended freshness of ideas suffers from withering effects due to the constant use of the same procedures. Interdisciplinary, even transdisciplinary teams «invent» key elements for a Narrative often by using unknown, unexpected, paradox and casual development moments. I’m going to suggest two of them.

1. Ideating and and dialogue technique: the Meisner Technique
Sanford Meisner (1905 to 1997) and his revolutionary moment-to-moment game, which is based on repetition and anchoring in the here and now for acting students (and prototyping teams), allows teams to playfully explore narrative details, especially the plot part «rising plot». And along the way, they can have a rhetorical and strengthening experience.

The three components are emotional preparation, repetition and improvisation. In pairs, accompanied by a professional prompter. An example (see also «The Definitive Guide to the Meisner Technique», backstage, 2019):
3-minutes video example — Meisner Mondays: The Independent Activity.

The classic exercise situation: A person is busy with something at home. The second person usually knocks on the door, several times and louder and louder until the first person finally opens. The dialogue develops from opening the door late in the day, to addressing the activity objectively, to an open exchange of repeated questions and emphasis, criticism, frustration and even aggression.

Plot target: Playing in a duet without claiming to (Meisner) perfection provides an interactive friction surface in the later plot sketch compared to the often static brainstorming, following the method of explorative learning. The team thus playfully experiences self-designed dialogue aspects either purely fictional or for the intended narrative «on their own body» and sharpens their senses for sender and recipient elements in the messages.

2. Measurability and further development: team-teaching learning model
Through the experience of the Meisner Technique the plot team already has a duet experience. Similar to the chapter on success control in the marketing concept, a slightly modified team-teaching model for performance measurement and constant narrative quality in the format of a CIP — continuous improvement process — is useful for a Narrative.

Team-Teaching is a form of teaching in which two or more teachers create a rather complex transfer of knowledge to the plenum. Since a narrative consists of many components, the mere determination of measuring points or KPI’s etc. is usually not sufficient — for monitoring, a self-regulating further development is also useful:

• Each publication of the Narrative goes into a Team-Teaching review
• The reviewers fill out an evaluation grid;
  for instance

a) positive points: existing word creations and mention of key terms in the Narrative, protagonist profiles and their rather easy to imitate action, no text section with more than five lines, few passive sentences and modal verbs, understandable call-to-action, recognizable author (company, NPO) and his short value proposition

b) negative points: no Narrative climax, no participation or imitation transfer from the story to the reader, too many adjectives, too many same words (lack of synonymous power), abrupt end with the effect of what now?…

• In review and discussion, the two persons debate the observation notes and points awarded (best small 1,2,3 point award systems — 3 as highest score) in the grid as well as the motivation and considerations in the publication
• The grid with the final rating is added to the digital pool of reviews and forms a searchable archive for keywords, installs a form of knowledge management
• The collaborative knowledge gain in the team takes place through regular review summaries

Plot target: Sophisticated or multi-element monitoring for the applied plot. The purely static measurements are enriched with a modified team-teaching mode. The post-processing phase is therefore not a compulsory exercise, but forms an interesting, interactive and regular part of the campaign.
The team quickly gains expertise on the Narrative and increases their own ability to write simple summaries and reports from the (complex) characteristics of the campaign for internal and external communication. Employees and the public are thus more involved in the stories told.

Conclusion
The Narrative requires an interdisciplinary editorial team. Ready for challenges. And with the focus on working on a reader-influencing text type. For all the smartness of the possible procedures, one thing stands out — it’s really fun, has room for a good laugh and moments of reflection, and bears the danger to immediately tackle the next Narrative and fine-tune the prototyping. The plot itself is a violently shaking rollercoaster of creativity from rapid prototyping to the final version. From disruptive noise to rapturous quiet sounds, everything can be collected on the ride. There are no recipes. But a structured basis of ideating/prototyping for a crispy team experience does.

Note. The Zurich-based COD ROX Prototyping Class by Maurice Codourey trains company teams in language, ideating and nudge in various long modules. The article is an excerpt from the method and learning kit of our expert team from 25 years of experience.

Tuesday morning in December 2019, the train from Basel takes me directly to the Gare de l’Est. The rush hour of the metropolis with more than 2.1 million people is ant-like to me, I find the ticket and the right line to Saint-Michel anyway. In the crowded metro I think about the Swiss sandwich expression «a stucked», I am well on schedule, find the right address and grab «un café rapide» and a short time later I ring an office bell in a backyard. This is a really good Rapid Prototyper day.

Quickly up the narrow stairs in the venerable medieval building of Paris: First visit
The doer: Tram Trinh
CEO and founder of VITANLINK Paris — Global Health & Technology Group

The structured Breakfast Briefing leaves time for shared memories; disruptive rental car trips in Jerusalem during one of the legendary mHealth Israel conferences. Afterwards we discuss the topic of Healthcare Startups — in Switzerland and France. Which are the key considerations when entering the French market, which customs and hurdles, requirements, must and nice-to-haves should be born in mind?

Tram Trinh brings more than 24 years of experience in multinational management and from leading positions in the C-Suite to the discussion. Her innovative and strategic thinking works fast, building alliances to open up new markets is in her blood. I enjoy the incredibly delicious Petit Déjeuner delicacies like the «Chouquettes» and then we move on to the next place in the electric car.

Station F is the world’s largest start-up space and is impressively located in a former fre. Almost a bit proudly I present the QR code on my smartphone at the check-in, which Tram Trinh has organized for me. The dimensions and clearly visible brands and the mental innovation lava of these busy, future-cracking people, which can be felt everywhere, leaves me speechless. As an internationally experienced prototyper, I only feel at home in a few places — Station F is one of them.

In the booked mini-cube of the balustrade-like upper floor we meet a French Healthcare expert and entrepreneur. In a brief conversation we deepen the topic of market entry with a digital health solution in the hospital market. The result is a scribbled OnePager that opens up the meaningful approach. At a single glance, it is clear that habits from other markets are absolutely not conducive to achieving the desired results. Prototyping is almost unlimited in its versatility. The conversation can easily replace a semester-long sisyphean way.

We are already back in the car. At the metro station Bibliothèque François Mitterrand, I say goodbye with thanks to Tram Trinh, go underground again and reach the «Pyramides» stop by metro shortly after lunchtime. I wander around the quarter with my suitcase and reach the Palais Brongniart with the ongoing EIT Health Summit.

A sprint over the cobblestones and into the café in front of the Palais: Second visit
The innovator: Susie A. Ruff
CEO of RUFF & CO Business Innovation, based in Copenhagen with a global reach. From market entry to corporate innovation with focus on healthcare and wellness.

The soup smells wonderful and provides my mind and body with important nutrients. Since our meeting at the Techsauce Global Summit in Bangkok in 2018, contact led to the idea of a Masterclass in Healthcare and Innovation, a world-class training topic. From modules on innovation, business development and disruption to nudge, design thinking and language strategies. From digital health to value-based models and the growing challenge of healthcare for the elderly and ageing population.

Susie Ruff brings more than 25 years of experience to her consulting work in innovation and management programs and international business development. She imparts knowledge and collaborations, knowledge flow with the diverse start-up and development pool «Nordic Healthcare», is a member of several boards and committees, shapes health topics as a speaker and moderator, brings start-ups and personalities with strong content to the conference stages and teaches as a healthcare lecturer.

Over a wonderful coffee, we record our next development and collaboration thoughts and agree that South East Asia is on the verge of another eruption in terms of healthcare power and we will meet there again. A prototyping in the educational sense characterizes Susie: «Building bridges and acting as matchmakers between the public and private sectors and incorporating effective means of quality assurance». Our flash exchange produces more than a 10-meter e-mail in a short time.

I thank you for the valuable and unique time and dive back underground at the Bourse metro station. At the Gare du Nord I spot the agreed restaurant for the Flash Finale in the soft and slowly fading daylight.

My head buzzes back and forth inside and a relieving wave shows me the way: Third visit
The designer and researcher: Akemi Tazaki
Board Member of ENSCI (École Nationale de Science de la Création Industrielle)

Years ago at ZHdK Day 2016 in the still new building of the Zurich University of the Arts. I listen and watch Akemi Tazaki’s full lecture on thoughts and research on artificial intelligence from the corridor. Her digital works fascinate me right away. In the same year I arrange for her to give a talk at the world’s first online conference for bots, AI and machine learning (Botscamp, now bottish) on «Artificial Intelligence and Design Considerations».

I immediately say yes to her suggestion for a «Café Gourmand»; the arrangement of different eye-close and enjoyable desserts and the bean-based fragrance. We are talking about my idea for a joint article on the Nudge Theory — the Nobel Prize-winning work on behavioural economics by the authors Thaler and Sunstein (2008).

Akemi Tazaki brings a crisp observation from Japan into the highly condensed conversation. Her extensive experience, research and teaching in design and technology captures my enthusiasm for collaborative knowledge sharing down to the last cell time and time again. We all agree that Nudge does much more than just invite people to change their behaviour about waste and health. And that nudging is often not conceived as such, but is based on an intended change in the perceptions and habits of a specific target group. Mostly as a decision making process for a better common good.

A quick selfie in front of the hectic train station and with one of the 150 daily trains straight to the Aéroport Paris Roissy Charles de Gaulle CDG. I make it back on the last flight to Zurich.

The Flash Visit Method
Careful timing for one day. Maximum of three knowledge talks. Personal contact is crucial, saving a lot of correspondence and releasing more prototyping energy than a video call. Either there is a concrete project or a specific topic. The follow-up is defined.

With a Flash Visit, all participants experience not only the agility of prototyping, but also, for example, the goal-oriented definition of new touchpoints. The claim here is neither right or wrong, nor better or worse in comparison with other idea finding processes; an alternative method that may possibly breathe some freshness and joy into your own instrument case.

The key moment experts
Companies, institutions and initiatives, agencies; key moments for development arise from different sources, during individual moments. And they arise between networked, internationally active and travelling experts.

Prototyping is a path of knowledge. In particular, the Flash Visit method delivers the desired insights in a compressed and fast way. This is not new. The openness for transdisciplinary cooperation and the awareness of working with «Transversal Competences», the transferable knowledge, is. The transversal level of skills is not only becoming increasingly important in education — other knowledge flows are also gaining in strength.

According to the report «Transversal competences for an uncertain digital future?» (Ursula Scharnhorst and Hansruedi Kaiser, Download PDF in german of the SFIVET Swiss Federal Institute for Vocational Education and Training), the «Partnership for the 21st century learning» identifies four key competencies:

• Critical thinking and problem solving
• Communication
• Collaboration
• Creativity and innovation

I look forward to the next transversal journey.

THE FLAG

VoteTech, Chocolate & Resistance

Maurice
National elections in Switzerland 2019. When a wave of political party videos emerges before the elections that address a national audience via social media micro-targeting in the new format of conscious professional lust, this also magnetizes linguistic strategists.

When the elections suddenly surpass all previous elections in terms of distribution and target group-specific approaches with up to more than 1000 variants of a generic text; using new automation technologies under the term ComTech for article display on the web and on social media, catapults monitoring to new heights with all possible measuring points and brings the associated opportunities for further influence such as comments on comments directly into the realm of communication media experts and agencies which put unprecedented orgies of success in perspective, memories of El Dorado emerge — the national flag flutters more beautifully than ever in the wind..

What a monster substitute, symbolically staging the almost breathless nervousness in ad infinitum format. Remark: Voter turnout at the polls fell steadily from 80% in 1920 to 45.1% in October 2019. The only growth is recorded by the #womeninpolitics.

And when chatbots suddenly deliver information in 24/7 format about the fundamentals of voting rights and obligations to citizens in an automated dialogue, the elections seem to be within reach as a commodity. And if, after the elections as in Switzerland in October 2019, some disillusionment occurs among certain large parties, the KPIs that are believed to have raised expectations and ultimately confused are due for inspection.

A look at the political choice, made in Switzerland. The next look focuses on the adaptation of elections in the marketing area FMCG Fast Moving Consumer Goods. Language and content adaptations and analogies are not new, but sometimes sophisticated messages emerge.

Next: The American ROM
Bucharest 2013, Congress at the Faculty of Business and Administration of the University of Bucharest. The PhD student Roxana Adam grabs my full attention with the incomparable work «Reality of the Resistance to Innovation in the Marketplace».

Roxana
2011 ROM flag campaign
It was 2011–2012 and a dissertation related to resistance to innovation on going. While the term «innovation» seemed antagonistic next by «resistance», a perfect timing marketing campaign «American ROM» showed the non-antagonistic echo of «resistance to innovation». A Romanian chocolate bar was changing the package design from Romanian flag into American flag, a modular innovation based on Henderson and Clark’s classification (1990). ROM chocolate bar is associated with Romania and an important trigger the Romanian flag designed on the package. in this context, imagine the campaign slogan «we replaced the Romanian flag with the American one, so Romanians can shine on too». The challenge of national ego!
> 3:42 Video explainer

The 2011 ROM flag campaign results: 4.000 comments on the campaign websites (www.noulrom.ro + www.romautentic.ro); 11.000 members for the cause «We want old Rom back»; 1000 members («Do not buy Rom with the new design»); more than 1.500 friends with «Noul Rom/ Rom Autentic» and 3.000 likes on the fan page «We want back the Authentic Rom». Consumers were provoked and they manifested resistance to the new package design, but the noisy manifestation was definitely the result of the risky marketing campaign that pushed up sensitive emotional buttons.

2019 ROM flag campaign
It is 2019 and ROM tries a new «flag campaign», but this time the campaign was constructive and defending national values. Inspired by Elon Musk tweet, the 2019 ROM flag campaign had 4 posts on the official facebook page (@romautentic.ro) and (like in 2011) a campaign website. The 2019 ROM flag campaign results: approximately 250 reactions (likes & other) on the facebook posts, less than 20 comments and 50 shares. The best achievement of the 2019 campaign in the period September 12 -18, was 2.5K Views of a video post. Compared with the 2011 ROM flag campaign, one could say «such a disaster». Can it be a problem of a negative campaign versus a positive one? Or that, Elon Musk haven’t said nothing offensive and the trigger for the current campaign wasn’t provocative enough? In the end Elon Musk is a very appreciate public figure. Or… just a weak campaign?

2019 ROM — VOT campaign
We are in 2019 and flag is important, but the future is more important and 2019 is an electoral year for many countries, especially for Romanians that in November will vote for presidential elections. Why ROM didn’t thought about this? Surprise, surprise! The 2019 main ROM campaign is related to the elections. The 2019 ROM — VOT campaign started on September 17 — parallel with the 2019 ROM flag on promoting Romanian values, but «undercover».

ROM was «undercover» because the marketing campaign went viral in a new form: a new candidate to Presidential elections (name: Toma Corunt) facebook page was created — the candidate was fictive, but many people didn’t realized it and got angry by the ironic and arrogant messages promoted by Toma Corunt. Some of the fictive electoral campaign messages were:

• «Education for all the people, without money: school of life.»
• «I have plans for the trees. One bed, another table, another wardrobe.»
• «I bring peace to the country. No more clubs open until the morning.»
• «I will build hospitals. Us to be healthy…»

While the most provocative insights where in video messages, such as:

• «I have decided to bring the success into the lives of all Romanians. For… those who live here, of course. Those who left (abroad) are the responsibility of other presidents.»;
• «Roads … well I do it (roads) like in Europe. For those who have cars like in Europe. Look, me for example, with mine (car) I have no problem.»;
• «Education is the basis to me and here I would not change anything. If it worked for me, the little ones have their chances as well. School of life.»;
• «We are the treasure of Europe. Virgin forests, normal forests, ores of all kinds. The time to exploit and take advantage of them has come. It does not seem normal to me to look up in pockets for money, while the trees are shading the Earth unuseful.»;
• «I got tired of seeing sad faces in Romania, we have to enjoy life, be optimistic to be successful.»

…and final slogan: «You need a determined president who will win and make you winners. I win, Romania wins.»
> Toma Corunt Fanpage

All these messages touched sensitive subjects for Romanians: people working abroad for a better standard of living; lack of highways; problems in the medical and education systems; exploiting Romanian resources by other countries… and of course, the actor, interpreting a fictive candidate that looks like «a resume» of the majority of Romanians political figures.

After almost a week, it was revealed that this was a ROM campaign: «Romania will not go forward alone. It (the country) needs us all and especially it needs our presence at the ballot boxes. Toma Corunt has never run for president, nothing recommends him to do so. The intention was, we admit, to upset you a little bit, in order not to get upset afterwards, if you do not vote and someone like Toma Corunt will win the election. Especially for elections, on the ROM chocolate bar it is written VOT.»

The scope of the campaign was to motivate people to vote, therefore avoiding future disappointments as a result of not voting. The campaign was inspired by the 2016 Romanian legislative election turnout (just 39.44%), when the Social Democratic Party obtained the majority (with just approximately 19% votes from those who legally had the right to vote). In the following years (2016–2019) many protests against the Party occurred in Romania.

The results of ROM 2019 VOT campaign can be seen easily on the facebook page.
Summing up, the page reached: 9.897 likes and 10.694 followers. The campaign posts registered overall: 24.000 reactions (likes, angry / sad faces etc), while just the main video of the campaign registered 11.000 reactions; 4.300 Comments and 3.700 Shares.

Maurice
The ComTech and Micro-Targeting hype
In the run-up to the elections, Swiss television is producing a series of articles entitled «Election Campaign — digital». The focus: no social media, no way as a politician into the national government in the capital. For example, when agencies with «Facebook Marketing Partner» status and other certifications can break down openly accessible mountains of data up to chicken nuggets size, we’re talking about micro-targeting.

In short: People from a certain region, with certain professions and training and via their comments and other sources as, for example, mobility-friendly recognisable as a result of their subscription, come as a small or small group to enjoy a message tailored entirely to them. About a specific party or candidate. The flag of the nation and fascination is waving here on the highest mast of the whole country.

The Human Values
The flag. Mood roller coasters from total high to low and up again are no rarity when seeing or perceiving a flag. Fast jubilant cries, aggressive moments and desire for revenge as well. A flag touches our innermost values.

The model (graphic) of Human Depth Levels

1 — mind, concepts, roles
2 — feelings, emotions, images
3 — experiences, imprints, basic patterns
4 — body intelligence, social body, archetypes
5 — space, field perception, existential questions
6 — being, essence, source
Ref: Mack, B. Hrsg. (2001). Core Dynamic: Wege zum Kern. Paderborn: Junfermann

Above all, touching levels 5 and 6 (graphics) always holds the potential of violent yes and no. Linked to this are escalation and de-escalation. This means: In levels 5 and 6, no idioms or platitudes nor rhetorical calming methods help when the situation becomes heated.

If the escalation is part of a desired response or not, not only crisis communication packages are better prepared, but also battleproof knowledge on de-escalation is at hand. Usually, however, not and countless consultants then work at the increased rate through the night.

Human values have to do with the maturity of citizens. Especially at elections we all know stories of escalations after the revelation like preference, fraud, manipulation or other outrageous contents, which have massively boxed or caressed our innermost values. Probably no first experience for us apart from the possible volume in decibel format of a starting airplane.

Conclusions

Roxana
The pattern of the 2011 campaign «American ROM» and ROM 2019 «VOT» campaign is provoking consumers by: attacking personal beliefs, fear of losing social values, stinging those things that people identifies with… briefly going into «personal» stuff.

Although people seems to become more and more individualists, oriented toward welfare rather than wellbeing, that doesn’t means that are not preoccupied at all by quality of life. Humans are social beings and the ROM campaigns show the belongingness pattern — people tend to have an «inherent» desire to belong and be an important part of something greater than themselves. In both campaigns people were noisy when they felt their beliefs were attacked.

Maurice
Elections are a national action. Whether at the urn or not — every citizen knows about it, forms an opinion and has a point of view on the results. Above all, the apron is developing into a galactic marketing laboratory with increasingly smarter ComTech tools via the web and social media, right into the smartphone. That whets the appetite, demands balanced information and probably shakes the Pandora Box.

The responsibility for using such intensification tools, which challenge the innermost human values like the environment of a national flag, lies with the users. No matter what role you play — maturity is a virtue and a human greatness — undifferentiated participation is associated with risks for all participants at this high pulse.

It is also a fact that the technical possibilities in communication have multiplied with exponential growth. Just now.

____________________________________________________________

About Dr. Roxana Adam
Roxana Adam received the PhD in Economics at 26 years old. She experienced private and public sector, worked in academia and conducted private researches. Currently she works as a Statistician Expert at National Institute of Statistics (Romania) and she is one of the Founding members and President at Strategic Decision Analysis Association. Her main research interest is related to innovation and consumer behavior with focus on behavioral economics, management and marketing.

Zum Abschluss «dornige» Infos und leckere Brötchen. Der Artikel in der Lokalzeitung Höngger blickt 2014 auf den elften und letzten Event einer einzigartigen und äusserst erfolgreichen Publikumsvortrags-Serie im Stadtspital Waid zurück. Noch heute macht mich diese Kommunikation und Marketing-Teamleistung stolz. Ein Leuchtturm im nutzer-zentrierten Engagement samt Gesundheitskommunikation eines Spitals. Spielerisch in der Begegnung, sinnstiftend durchdacht in der Kreation.

Die Eventserie Waidfokus+ im schnellen Überblick:
- Ziel: Anerkennung des Spitals als engagierter Nachbar.
- Verhalten: Auch für interessante nicht-medizinische Vorträge regelmässig in der Aula des Spitals Platz nehmen. Nachbarn treffen, unbekannte Berufe der Stadt kennenlernen.
- Einladung: Rund 35'000 Haushalte in der Nachbarschaft, hauptsächlich via Postwurf.
- Ablauf: 50 Minuten ticketfreies Referat, Knabber-Apéro, Fragen und Antworten — insgesamt 1,5 Stunden ab 18.00 Uhr (meist 2 Stunden, teilweise Videoübertragung in die Patientenzimmer).

Das Theoriepaket im Hintergrund:

• Basis: Disruptive Business Model — keinen neuen Markt öffnen, sondern bestehenden Markt «disrupten» (Clayton M. Christensen, Disrupting Class, Expanded Edition: How Disruptive Innovation Will Change the Way the World Learns, 2010)
• Theorie 1: Nudge, sanftes Schubsen bzw. Einladung zu einer neuen Wahrnehmung, zu einem neuen Verhalten (Richard H. Thaler, Cass R. Sunstein, Nudge — Wie man kluge Entscheidungen anstösst, 2009)
• Theorie 2: Konstruktivistische Didaktik, Lernwelt für die Konstruktion nach der eigenen Wahrheit — entdeckendes Lernen (Edmund Kösel, Die Modellierung von Lernwelten, Band I: Die Theorie der Subjektiven Didaktik, 2002)
• Theorie 3: Kommunale Intelligenz, Potenzialentfaltung in Städten und Gemeinden (Gerald Hüther, 2013) — Das sind die wahren Lernorte, für Kinder wie für Erwachsene. Hier lernt der junge Mensch, worauf es im Leben ankommt, wie man gemeinsam mit anderen sein Leben gestaltet und Verantwortung übernimmt.

Resultate und Interpretationen:
- Der zweite Event bringt einen absoluten Besucherrekord; Die Erzählungen des Wildhüters zu Wildschweinen, Fuchs und Luchs, Specht & Co. versetzen die überbesetzte Aula in Begeisterungsschübe.
- Mit 55.5% dominiert der Postwurf die Einladungsinstrumente.
- Die obige Zufriedenheitsgrafik lässt sich weiter qualifizieren; 19.7% besuchen in 12 Monaten (7 Events) eine Veranstaltung, 18% zwei und 13.6% drei (Die Angabe «Null» erhält 31.6%).
- Beim Lieblingsaspekt knacken die Themen mit 75% den Jackpot, gefolgt von den Redner/innen mit 25.8%.
- Die Präferenzen für medizinische oder nicht-medizinische Themen: 21.9% zu 44.3% und im helvetischen Kompromiss der Kombination 27.1%.
- 50% der Gäste wohnen in einer Entfernung von 15 bis 30 Minuten Wegzeit — davon schwingen sich 64% in die öffentlichen Verkehrsmittel, 21.5% nutzen ihre Füsse und 16.7% kurven via Auto.
- Bei den Interaktionen unter den Besuchenden wie beim Apéro macht das Rennen der Austausch mit 1 bis 3 Personen (56.6%), dahinter mit mehr als 3 Personen (28.9%) und die Schweigen ist Gold-Variante schafft 11.4%.
- Die ehemaligen Patienten erreichen einen Anteil von 45.8% und erleben nach dem Patientenzimmer oft erstmals die Aula.
- Beim Ja für eine Weiterempfehlung der Eventserie übertreffen die 88.6% alle Erwartungen (und lösen in unserem Team Entzückungsschauer aus) und die Empfehlung für das Stadtspital Waid punktet mit 70.2%.
- Das klassische Besucher/innen-Profil: 66 bis 75 Jahre (33.7%) und weiblich (50.8% — Männer 34.8%). #womenathospitalevents

Fazit
Waidfokus+ steht für einen erfolgreichen Nudge. Die mehrheitlich unterhaltsamen und witzigen Vorträge über unbekannte Berufsbilder der Stadtverwaltung Zürich, zusatzmoderiert vom Kommunikation und Marketing-Team, lassen eine echte Fanbase entstehen, korrigieren oder öffnen Wahrnehmungen, verursachen punkto Abendaktivitäten im Quartier neue Verhaltensmuster, erhöhen das Diskutieren und Debattieren. Der Lohn der intensiven Sondereinsätze und unzähligen Teamentwicklungen im Design Thinking-Format — die Spitalleitung öffnet in den Strategiefeldern einen zusätzlichen Schwerpunkt: Quartier.
Die persönlichen Kommentare in der Bemerkungs-Box der Fragebogen sind mehrheitlich berührende Komplimente. Unsere damalige sehr umfangreiche Auswertung schliesst mit dem Satz: «Die Veranstaltungsreihe wird positiv bewertet und das Ende bedauert».

Die holistische und interdisziplinäre Öffentlichkeitsarbeit im Spital braucht Energie, Mut und Hartnäckigkeit, eine genaue Auswertung und Berichterstattung in der internen Kommunikation. Und ein umsichtiges Management, dass einen temporären oder eventuell unbefristeten Experimentrahmen unterstützt.

Diese verrückte, erschöpfende und jauchzende Kommunikations-Marketing-Nudge-Achterbahn möchte ich um nichts in der Welt missen.

Maurice Codourey

20+ years of content development, compiling Tonality Guides for airlines, insurance, catering, motorbikes, government and healthcare. Initiation of the Europe-wide uniqueness of a federal certificate of higher vocational education in Switzerland for copywriters. And somewhere far more than 2500 lessons as a lecturer in communication and behavior economics and viral marketing in Switzerland and Poland.

Gosh. And there are those moments that only inventors know. I call them the recurring sleepless nights — every seven to ten years. Waking up, flashes of thought like pure electricity, possibly drinks and music on the nightly balcony. And then despite all the experience — the renewed inner fire to tackle the next evolution.

Communication is exhausted. Automation, computer-controlled narrative systems, chatbots and conversational interfaces, VR, AR, AI are drawing text into a highly fascinating super-technical future. And right in the middle of it are the communication teams, who, despite technology, are always looking for content strategies, researching them, inventing them for themselves and their customers. Under the expert guidance of the C-Level experts. Really? In many projects, however, it seems to me that the C-Level was not always completely informed about all these changes. And it is precisely during joint ideating sessions that the transdisciplinary inputs of all participants of a plenum are in demand, also from the C-level.

And then I read these two articles:
A New Way to Become More Open-Minded, Shane Snow, Harvard Business Revue (2018): about research on «intellectual humility» and open-mindedness — to persuade people to do great things, but flexible enough to think differently, admit when they’re wrong, and adapt to dynamic conditions.

Fostering creativity in organisations, Michael Parke and Pier Vittorio Manucci, London Business School Review (2019): a podcast with LBS alumna Mollie Amkraut, Senior Business Design Lead at IDEO on how she grows people’s creativity «muscle» — a structured approach aimed at sharing, learning, open cultures can drive creative behaviours.

Invitation to a learning landscape
Back to the sleepless nights. The courage to experiment with copywriting and other types of texts has degenerated a bit, especially in C-level. It’s time for these long-standing experts to breathe into the air.

And: no workshop format no more. This is also an obsolete piece of knowledge transfer. My strong constructivist didactics expertise, elements from the design thinking process and the highly respected Pow Wow format; a social gathering, an event to meet people and exchange knowledge held by many different Native American communities — time for an up-to-date communication update for the C level. The mix of mindset, experiment and refreshing intelligent text methods. Goal: Ready to get involved in the next ideating, to inspire, to feel the tornado of knowledge exchange.

UBI TXT in POW WOW format at a glance
- unusual handling of text — the ubiquitous way
- creativity without right and wrong
- give the ubiquitous text its own character
- innovative text methods
- fun, refreshed sensitization and POW WOW spacers

Getting bold and sophisticated again with new text projects, campaigns, messages or storytelling. Content is an infinite universe of letters and punctuation, from brochures and social media to artificial intelligence. UBI TXT, the ubiquitous text, is the communicative encounter with one’s own creativity. For brave women and brave men in the C-Level.

Check-in for your UBI TXT POW WOW here > maurice@codourey.rocks.
(Small) corporate classes or public events on demand nodes.

Nice to ubi txt you.
Maurice Codourey

Auslöser

Begegnung
Die Folge «Peace, der Friede in dir!» der arte-Serie Streetphilosophy. Denn woher kommt sonst die Befriedigung, wenn man Dinge zerstört? Über diese Fragen spricht Jonas Bosslet mit der Philosophin Alexandra Lauck. Die beiden treffen sich auf einem Schrottplatz, um mit Baseballschläger und Vorschlaghammer ein altes Auto kurz und klein zu schlagen.

Erinnerung
1980 liefert die Hamburger Punkband «Abwärts» das Album «AmokKoma» ab. Und verkauft mehr als 20'000 Stück. Noch heute zählen die Songs zu den beliebtesten dieser Musikrichtung.

Genau diese Zeit aus Experimenten mit eigener Band, wilden Konzerten und nächtelangen Kreativschüben mit interaktiven Fantasie- und Philosophiemarathons bringt plötzlich die Idee für einen Amok-Service an die Oberfläche. Ein Angebot für die persönliche Entspannung, den Aggressionsabbau, als alternativer Sport. Handfeste Meditation mit gesundem Potential. Die Business-Skizze von damals:
- Amok ist ein Laden mit Empfang, Umkleidekabine und Aktionsraum
- Kunden wählen zwischen einem bereits bereitgestellten Standard-Arrangement und einem Ensemble nach Wunsch
- Mit Schutzkleidung und Brille folgt die Wahl der Amok-Geräte wie ein Vorschlaghammer
- Die Arrangements; Teileinrichtungen von Wohnungen, Computer, Geräte, Parkuhren, Geschirr, Töffli (Mopeds) usw. sind während 60 Minuten nach Herzenslust zerlegbar
- Die Gebühr umfasst ein all-in Package, inklusive Entsorgung

Recap
Den (holistischen) Healthcare-Markt gab’s noch nicht, der Business-Development Begriff Disruption kam zehn Jahre später und von der Lebenseinstellung Detox hatte in der Entschlackungsszene als Sichtweise und Verständnis noch niemand eine Ahnung. Inklusive von den möglichen Querverbindungen zur verhaltens- und wahrnehmungsändernden Theorie Nudge (Thaler und Sunstein, 2008).

Das Angebot «Hau das Auto» in Berlin hat mich positiv verblüfft. Ob Nichenmarkt oder nicht — ob Bedenken irgendwelcher Art oder nicht — die oft gesuchte Disruption ist ein Universum mit 1001 Facetten. Vor allem für das Gesundheitswesen.

PS. Und noch die Adaption aus Manhatten — die Punching Bags. Wutmanagement mit der Einladung in die Boxkissen zu schlagen. Runterkühlen während der New York City Design Week 2019.

Maurice Codourey

I remember one I recently presented as a short summary. From earlier experiments. The hospital deceleration action.

Location: a hospital in Zurich
The four-month experiment started with a random observation. The two bus stops at the hospital entrance: often the discrepancy between the often limited walking speed of patients, relatives and visitors as well as sometimes the employees around the bus stop and the vehicles on the main road provoked squeaking braking.

Phonecall: carefully acting police
The starting point was curiosity as to whether the official road sign «Spital» (hospital) was also associated with a maybe «forgotten» request to all motorists about driving behaviour.

It turned out that in the environment of a hospital special regulations apply to driving on the road: Swiss Road Traffic Act of 1958, Signalisation Ordinance of 1979, the section «Hospital» i.e. the corresponding road sign defines that «the driver must be particularly considerate».

The attentiveness of the police triggered two random speed measurements in the form of a check. With a report for both driving directions and with a time interval of several days.
- Towards the city centre: The average speed of all vehicles was 10% above the limit of 50 kilometres per hour.
- Direction out of town: The average here reached a plus of 17% compared to the speed maximum.
- The fastest single measurement astonished negatively with a record of 119 kilometers per hour.

Consequences: situation initiates official protocol
The measurements triggered the subsequent installation of a radar unit with photo flash for speed control in accordance with the applicable regulations.

Nudge: invitation to reduce speed
The unpredictable consequence of the trial measurement confirmed on the one hand the patient-centered thinking and acting of the hospital, on the other hand the radar would undoubtedly create discord with the possible traffic tickets.

Our behavioural team and the hospital management, together with the police, agreed on a behavioural campaign for the public and employees during the pre-Christmas period:
1. Action «Speedy» display for vehicle drivers «you drive XX kilometres per hour» in both driving directions for several weeks. Without consequences.
2. Employees of the hospital receive detailed information on the situation, sensitization and subsequent proper traffic control with possible penalty consequences With the date of installation of a radar device for speed measurement.receive detailed information on the situation, sensitization and subsequent proper traffic control with possible penalty consequences With the date of installation of a radar device for speed measurement.
3. Posters on the roadside «Drive considerately and get home safely» for patients and visitors, motorists and employees. The text was deliberately minimal invasive in character with no threat during Speedy measurements.
4. Public information about the «Deceleration Action» for everyone on the webpage of the hospital.

Conclusion: radar unit, traffic tickets, discord and a learning step
As a result of the statistics of radar equipment not intended for the public only this short summary is allowed:
- the radar unit, which can be rotated in both directions, immediately recorded more traffic tickets heading out of town towards the hospital.
- The feedback from the employees was a mixture of approval in connection with the Road Traffic Act and unwillingness to receive traffic tickets.
- The learning step with possible consequences was successful. However, despite the temporary approval of the project, further follow-up would have anchored the learning step, the change in behaviour and the understanding more sustainably.

When applying the Nudge Theory (2008) the authors Thaler and Sunstein note: There are not only sunshine variations packed with creativity and humor and fascination. Especially in health care, combined with a holistic way of thinking, nudges with consequences offer great potential for necessary behavioural changes.
Maurice Codourey