Looking for a relatively inexpensive and easy way to more deeply influence behavior for the public good? Watch this 11-minute video from Nancy Lee’s TEDxMontlakeCut Talk. It features a Wisconsin drunk driving initiative that yielded a 17% reduction in crashes, with taxpayer cost reduced from $56,000 per accident to $15,000 per accident.

How did these social marketers choose what behaviors to address? Nancy shared two questions from social marketer Mike Rothschild about how this work was done. First, he asked people “Why?” the target audience engaged in drunk driving. Then he asked, “How can we help you?”  It’s amazing how asking these two questions helped unearth barriers to behavior and helped generate an impressive return on investment for taxpayers, saving lives as a result.