The City of Rome has approximately 3 million inhabitants. In 2019, the City of Rome allocated 20 million euros to urban beautification projects and the improvement of civic life. Officials launched the #ROMADECIDE campaign to encourage citizens to vote in the city’s participatory budget. However, fewer people were participating than hoped.
To tackle this problem, the municipal administration was seeking to launch an internal behavioral insights unit, with the goal of increasing citizen engagement through more personalized messaging.
TDL was approached to assist in this effort by reviewing the city’s existing communication strategy and mobilizing behavioral insights to develop more persuasive messaging.