Behavioural Code - the University of applied sciences Amsterdam
For my minor in Behaviour Design, three fellow students and I developed a three-part strategy to improve the social environment at our university. We set out to refresh the outdated code of conduct and raise awareness among everyone involved at the Amsterdam University of Applied Sciences. Within this organisation of +50,000 people, the only way to broaden the campaign’s impact was to take it beyond lectures and classrooms—embedding it into the daily rhythm of campus life and making it visible and relevant to the entire community.
How does it work?
The campaign begins with the first phase, in which posters are displayed throughout campus featuring texts inspired by the updated code of conduct at AUAS. These messages include a clear call to action—prompting the reader to reflect and scan the QR code that directs them to the renewed code of conduct. The posters have the AUAS values and a playfully engaging design.
The second phase is an interactive element aimed at everyone present on campus. Signs with thought-provoking statements are placed around key areas. Using psychological principles, these statements are designed to trigger passers-by to cast their vote. These votes are then incorporated into the final phase of the campaign: a classroom session designed to spark conversation and explore what is considered acceptable or unacceptable behaviour on campus.
This interactive and anonymous lesson is mandatory once every two years for all students and staff at AUAS, ensuring ongoing reflection and dialogue within the university community.
Assignment
Collaborate with the Amsterdam University of Applied Sciences to raise awareness around behavioural etiquette and to promote the overall sense of safety within the university. This should be achieved through the application of psychological and ethical principles.
Acquired competences
Campaign development, system design, behaviour steering through psychological principles, and design for behaviour change, research by testing
