July 26, 2020

Benoît de Fleurian on preventing anti-social behaviour

Benoît de Fleurian on preventing anti-social behaviour

How can we stop people from engaging in anti-social behaviour?

That's not usually a question you'd ask someone from a marketing agency. But it's precisely the kind of problem that Benoît de Fleurian, my guest on this episode, likes helping his...


How can we stop people from engaging in anti-social behaviour?

That's not usually a question you'd ask someone from a marketing agency. But it's precisely the kind of problem that Benoît de Fleurian, my guest on this episode, likes helping his clients to solve.

Benoît is the Head of the Behavioural Science for Ogilvy Consulting in Paris. He's worked on campaigns to tackle childhood obesity, gambling and many other social challenges.

I came across Benoît because of this video he produced for Ogilvy's Nudgestock Behavioural Science Festival: https://youtu.be/ORWSq36qFkQ?t=3468

In that, he explored how BeSci can help prevent public urination. The creative way he approached that problem is an excellent example of how BeSci can be used for Compliance purposes. So obviously we talked about that.

We also went on to explore some of the other BeSci projects he's been involved in, including work with the Gates Foundation and on helping children to eat more healthily.

In our discussion, Benoît talks about the movie that helped inspire his interest in BeSci. The French original is called État de Siège (in English State of Siege). You can watch the trailer here: https://bit.ly/2WVoQp0

For more on Benoît's work visit the Ogilvy France website: https://www.ogilvyredconseil.com/eng/leaders/benoit-de-fleurian/

If you liked this episode, I also recommend listening to his Ogilvy colleague Rory Sutherland on an earlier episode of this podcast: kite.link/rory.

In my conclusion, I mention various Human Risk outputs, including:

The Human Risk newsletter: https://human-risk.us18.list-manage.com/subscribe?u=48e65a30c09bfed289b6f25a5&id=a604cc998d

and

The Human Risk YouTube Channel:https://www.youtube.com/channel/UC7n9Gnti31VU2ZRaG9b0r1g?