Life-changing stories

LIFE-CHANGING STORIES
Tommi Laitio
Demos Helsinki
tommi.laitio@demos.ﬁ
twitter.com/tommilaitio
Multiplicity 19 Feb 2010, Zürich

perjantaina 19. helmikuuta 2010

Beginning Middle End

Dramatic
Affection Release
Twist


PRETTY WOMAN

Dramatic
Affection Release
Twist


RACIAL EQUALITY

Dramatic
Affection Release
Twist


5 REACTIONS TO
SOCIETAL CHALLENGES


SOLUTION 1: EFFICIENCY

SOLUTION 2: INNOVATION

SOLUTION 3: RESTRICTIONS

ARMS RACE.
Without trust, societal
development is purely a
competition and a zero-sum
game.


RETHINKING THE BOX


SOLUTION 4:
CHANGING CRITERIA

SOLUTION 5: CHANGING
LIFESTYLES

IT´S ABOUT
UNDERSTANDING PEOPLE.


WE ARE NOT
100% RATIONAL.


CHANGING LIFESTYLES


NORTH KARELIA

Proven
results

Dramatic
Affection Release
Twist


NORTH KARELIA PROJECT
• Lowest socio-economic
status in Finland

• Situation in 1972:
Risk blood pressure 26%
Smoking 52 %
Energy intake from saturated
fats 23 %

• CVD mortality per 100 000
ppl (1969): 700


“A MASS EPIDEMIC
CALLS FOR MASS
ACTION AND THE
CHANGING OF
LIFESTYLES CAN ONLY
SUCCEED THROUGH
COMMUNITY ACTION.”

- Pekka Puska, Principal
Investigator


ACTION
• Services and products:
Hypertension detection
Low-fat sausages and pastries in shops

• Community work:
Personnel training
Lay Leaders (800 ppl)
Cholesterol Lowering Competition
between villages

• PR and media:
Fathers´ Day Cards
Reality TV on worksites
Quit smoking and Win


RESULTS (1969-2007)
Smoking (men)
Cardiovascular disease mortality/100K people Risk blood pressure (men)
Energy intake from saturated fats (men)
700 60

525 45

350 30

175 15

0 0
1969 2005 1972 2007


INGREDIENTS TO SUCCESS

• Building trust.

• Making the campaign an issue of local pride.

• Making it easier to act healthier (tools and services).

• Complemented with mass media.

• Resources for assistance and counselling.


Pekka Puska et al.:
The North Karelia Project:
From North Karelia
to National Action


THE BIGGEST SOCIETAL
CHALLENGE OF OUR TIME.


‹#›


CLIMATE CHANGE

Dramatic
Affection Release
Twist


DON´T TAKE
MY SPOON.
Giving up is hard to do.


PROJECT BY
DEMOS HELSINKI & SITRA
PELOTON.ME

Mistä suomalaisen hiilijalanjälki koostuu?
What does the carbon footprint of a Finn consist of?

  Housing
Asuminen

Liikkuminen
  Transport
Ruoka
   Food
Kuluttaminen
Consump9on
Vapaa-aika
         Leisure
Matkustaminen
               
                Travel

‹#›
Lähde: Envimat -projekti www.ympäristö.fi/syke/envimat


Decision Tree for Energy Consumption
Transport Work
Housing
No car Commuting
Car
Hobbies Location Daily Personal
Innovations
Choosing an example
Use of apartment
apartment Venues
Children
Electricity Waste
Size Location Day-2-day
Electricity Architects
Heating
Not Leisure
building
Use of space Not building
Food Work communities
Building Holidays
Form Summer Purchase
Consumption Lifestyle house Trips Cooking Ingredients
media
Transport Restaurant
Building Availability
Electricity
Consumption Self
Prefererence/
Diet
Use Purchase Storage
Builders
Customer service Lunchcafeterias
On/Off Use Reuse Lunch cafeterias
people


PROVIDING
TOOLS


NEW LEADERSHIP

GATEKEEPERS

• Parents of small children

• Hardware stores

• Lifestyle media

• Personnel restaurants and
lunch cafeterias

= the makers of
the new economy


RESHBURGER
F

Nyt vain yhdellä erolla!
Teemme kaiken käyttämättä lihaa tai maitoa.
Vihreämmät purilaiset löydät ravintoloistamme
kautta maan. Haukkaa kiinni!

Competition
aa hiili-
tteiden korke
Vaikka liha - ja maitotuo ole,
alaa ei vielä

JO KOHTA!
älttävää pikaruok nergian-
jalanjälkeä v vähentävät e

TOTTA ja palv eluista, jotka

for products niin pian vois
kulutusta arj
i olla
ess
. Nyt kaivata
a. Osallistu o
an ideoita vastaav
malla idealla
ista tuotteista
si kilpail uun osoittee
ssa www.pelo
ton.me!

LIS TU JA VO ITA !

and services ID EA KI LPAI LU OS AL


Deli specialised in root vegetables

Life span classiﬁcation

Experiential domestic travel

WE´RE NOT ALONE IN THIS


participation, social problem-solving, changes in lifestyles

The Mess Happier Low-
We´re In Carbon Society
political support

Sustainable infrastructure,
public investment in innovation,
new legislation


Balcony.


Wasteland next to the railroad tracks.


Crossroad in the neighbourhood.


A growing need to be useful.


SUSTAINABILITY CAN BE
AN EXCITING STORY.

tommi.laitio@demos.ﬁ
presentation:
www.slideshare.net/demoshelsinki


TASK FOR THE AFTERNOON

• Pick a transformation in lifestyles from your own country or a
country you know well. Pick a successful or unsuccessful one.

• Analyse its narrative, gatekeepers, messages and imagery. Look
at local pride and roles given to people.

• Work alone or in pairs.

• Result: max. 5 slides


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