APS
APS Virtual Poster Showcase · 2020
The Critical Role of Trendsetters in Inspiring Behavior Change at Scale: Evidence from India's Sanitation Campaign
- Cristina Bicchieri
University of Pennsylvania - Peter McNally
University of Pennsylvania - Sakshi Ghai
University of Cambridge - Raj Patel
University of Pennsylvania
Abstract
In 2014, India launched the largest behavior-change campaign to end open defecation. In 2019, India declared itself open defecation-free and we investigated the role of trendsetters or individuals who inspired millions towards social change. We interviewed 32 high-impact individuals spanning government, Bollywood, grassroots, etc. to learn about their unique actions.
Social Cognition
