Nudge-Nudge, Think-Think

There is a branch of economic theory that inspired the 'Clean Love for Copenhagen' campaign, whereby green footprints lead to rubbish bins on the city's streets. Why? It reduced litter by 46%, as residents followed a nudge that spotlighted good social behaviour. The same theory was utilised by the UK's Revenue & Customs using the message "9 out of 10 people in Exeter pay their taxes on time", nudging an extra 15% of late payers into following the social norm and settling tax bills earlier. Staying with the public sector, it is why French schools - again employing the same theory – now use different names for technical drawing, after a study found that boys do better if the subject is called "geometry", while girls do equally well, or better, when called "drawing".