Feelings are the key to taking action

There are some public toilets at Federation Square in Melbourne. After looking up from taking a piss, I saw this:

  
I instantly felt good about what I’d done (even though it had been set up for me), and felt like doing it (feeling it) again.

This is 100 times more effective than the majority of environmental ads I see, which combine shaming, guilt tripping and nannying to varying levels of ineffectiveness. (Nanny State is used in the UK to describe the government when it holds us down by taking away a sense of choice in the matter – most people resent behaving environmentally when communicated to this way).

I’ll be testing this rewarding sensation in my own copy writing.

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