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okay i think we're pretty well good to go as i make it it's spot on so if if we're all good to go um i'll go live on facebook and we'll we'll jump into the into the room everyone good yeah quick question do you want us to go on mute when we're not speaking i think with a small group like this it's fine if you if you find that there's feedback happening then then just move yourself but uh but with this group i generally find it's fine thanks christy how many are we expecting again tonight chris we had i said about 107 registered i think we'll end up with around 50 on we generally have a 50 drop off in terms of people that attend something round about there i'm thinking peter yeah that's great thank you no worries let's go for it we'll go live and do the broadcast hello good evening everyone uh it's uh just on the on the hour people starting to come in i'd love you just uh we'll give a couple of minutes for everyone to come in but uh please uh type your name and say hello in the chat box as you come in dave budge great to see you again there's emma foster rachel baton thank you rachel from uh beer ritz hope it's a lovely weather for you there uh robin rose sarah mccrum hey sarah great to see you steven south anyone else just like to chat in the box hello tom kerry joining us from london wonderful to see you michelle during alex we'll just give another couple of minutes before we do some some formal introductions letting people in hello alex raja coming in from sydney rich stacey chapman hi rich for uh rich from loughborough iowa you're up early michelle great uh great to have you there so early hello paul joining us from bangkok nice to see you brad gander from vivid sydney hey brad okay let's just give it another minute or so and we'll get underway with the um with the intros what are we up to two yeah well why don't we get underway hello everyone i'm chris rob for those of you that don't know me wonderful to be back we've had a little bit of a pause on these to catch my breath a little bit in between the various things that have been happening but it really is wonderful to be back and super excited about today's topic and and the wonderful panel that we have so tonight we're going to be speaking tonight in the morning in the evening in the day wherever you are across the world a neuroscience perspective on participant behavior change in the new normal and i have absolutely no doubt that there's going to be a great conversation and some fascinating insights and just before i announce our panel what i'm going to do as i always do is just pop a poll in there to understand who our audience is so if you wouldn't mind uh filling that in while i introduce our panelists i delighted to be joined all the way from brisbane anna waters chief operating officer at neuropower group from brizzy hi anna and hi everyone peter burrow founding partner at neuropower group also from brisbane hi peter thanks for joining us hey good to see you all great to see you and christy castleton normally joining us out of singapore the founder of rebel and seoul but today in the welsh countryside with uh herself in a beautiful home and probably a couple of sheep outside in the green grass great to see you you too hello from the valleys wonderful so just a quick bit of housekeeping as always if you wouldn't mind stay on mute i've got both the ch the question and the chat box up so please pop in your questions put in in those as we go through uh there'll be a couple of questions we might be asking of you as we as we go through it and i'm just going to pop the results of the poll in here as expected mostly from the mass participation industry uh but i'll share those for for everyone to see um and uh just we we are live on youtube so if there's any of your colleagues friends that have missed it who would like to watch it please make them aware of it we're sorry live on facebook we are recording and we will be posting the recording on youtube um within the next 48 hours and just a couple of other quick initiatives uh the mpw online summit which i've been speaking about for a while is now confirmed for the 14th of october we'll be releasing details of that and registration opening on the 14th of september but mark your diaries we'll be running it in two sessions we'll do a morning singapore time to capture american market and so on and then an afternoon singapore time to capture other markets uh the aid station after a bit of a pause we're back had a wonderful interview yesterday with that with janet who heads up xterra out of hawaii and tomorrow have a wonderful interview out of taiwan so look out for those um the the webinars now as a result of feedback from participants and people that were joining in are now going to be fortnightly and the next one will be on the 17th of september the power of purpose driven events in the new normal we'll be joined by keith williams the ceo and cmo of of fundraising brian lively the founder of acl square consulting out of the us and nicole jury the director of development at boston athletic association with the boston marathon having a massive program program around purpose-driven events and raising funds and so on um as always please send your questions to me if there's anything that i can help with if you're missing the information excuse me just grab a quick sip of water if there's anything i can help you with chris at chrisrob dot asia and uh and follow me on linkedin or facebook to get the announcements of of things that are happening today we're going to focus on on three main key areas we're going to start off with anna sharing a framework for us the east framework christie is going to share with us at another framework the involved framework which uh rebel and seoul work with and one of the key areas we're going to focus on in amongst all that is going to be the opportunity around co-creation here i think there's quite this whole sense of compliance we'll tell people what to do we'll expect them to what of just kind of like coming along and following what they told to do and we're going to get some really great neuroscience perspectives from the team on that and particularly peter around that and lots of other things the opportunity to redefine events the fact that we have a a blank piece of paper here what does it mean for different cultures how people respond in in different cities um and and and the opportunity to to learn some kind of neuroscience perspectives behind that so why don't we and then at the end of that we're going to come back we'll we'll summarize uh we'll we'll take questions on the way through and at the end um and and obviously welcome those all the way through we've allocated an hour uh we've now got 53 minutes so why don't we jump straight into it and and ask anna to kick off with sharing some of the details of the east framework for us please absolutely um and thank you all it's great to great to be here with you tonight and looking forward to talking about um about practically what some what the you know insights from neuroscience mean for when we're looking at organizing events and having mass participation sporting events um but to kick it off um you know we know that um these events have a massive impact on people's physical emotional and social uh well-being and we know that we've had you know thousands and thousands of events cancelled um almost sort of right at a time when we really need connection and physical health and all of these wonderful things that these that these events bring um and so to sort of support the as you're um as you're looking at um hosting events and supporting events or being part of the industry really understanding how we're going to be creating these events in a covered world is is part of the big conversation tonight that um we're all looking looking forward to um and to help us understand how we nudge people's behavior towards um sort of safe and really healthy actions we need to sort of pop the bonnet a bit and uh and go underneath and look at how our brains actually work to understand what that means for how we um act and how we interact um you know from all different decisions that we make to do with an event to do you know with registering and then you know in the preparation and then on the during the actual events where people are making dozens of these micro decisions and every decision that people make can help or hinder you know the safety and the effectiveness of the of the events um so really the discussion today is really about looking at what's happening in our brains so that we can make the most of these events and shape them to be the kinds of events that we're that we're wanting um so keen to kick off with some social cognitive neuroscience to introduce us to that so that we can have a look at what the science is and then the east framework is then what that means in practice um but before we kick off christie or peter is there anything else that you'd add at the outset about about our conversation tonight or today wherever you are in the world you're muted okay i'll go first um so thanks for that anna i think you're right i think what's probably the most exciting piece right now is actually uh despite the situation that the whole industry uh faces we're actually in a huge position of opportunity an opportunity to rewrite the future of events and and the marketing that goes around them um you know we are as a nation craving uh contact we're craving um experience and and novelty and and how we can write that is um certainly a fascinating topic i'm excited about exploring today and i think that you know why look at the brain for that well because we can't predict what's going to happen in the future we can't actually predict what the future is going to be but what we do know and certainly there's some brilliant people on this panel uh that know a lot a lot more about it as well we do know about the brain and and have some fascinating insight into how it operates so what we can predict is people's behavior to some extent and and that's what i think these frameworks that we're going to introduce today will hopefully give you a little bit of a head start in how you can do that then for your events and your planning thanks christy peter i think i think the thing that is having the biggest impact on me is in every different sector including this sector we have for the first time ever in recorded history a complete reset so this isn't just mass participation this isn't just government this isn't just a financial services institution or a sector so in the western world particularly in english colonies we have royal commissions now sometimes you can have a royal commission this is like a senate inquiry into a particular sector and that sector goes through rapid change but no other sector does just that sector or you can have a reset in terms of a funding model let's say the share market crashes the share market may crash but agriculture is always strong or perhaps you have um an event a terrible cyclone or a tornado or a flood and louisiana or brisbane or we have a meltdown in uh in a particular town and it impacts that little area now this is very different because for the first time ever the entire world is in shutdown and is a reset point so the reason this is relevant is that this is like a contemporary version of the ice age when we come through the other side the species the events the groups the cities the towns the communities the companies the small businesses the family businesses that come through the other side will define the new normal and so the opportunity here isn't about trying to replace what we had but instead to say how will we be one of the the new survivors in a brand new world and right at the moment we've got a lot of government stimulus right across the world but that will come to a close that will stop and so there will be an edge and we're going to see change not just in financial services but also in manufacturing and entertainment and in mass participation and in defining what sports looks like so the invitation here in my mind is that we have the courage to reset to reinvent to redefine what this is and exactly as you said christie there are millions of people the world over now just wanting to get out there and do something but the rules of the game have changed and what success looks like in this new post covert or even we've been talking about postcode but what happens if it's coexisting with covert in this coexisting with covert future because if you actually look at the trends we're getting these kinds of viruses every three years so yes we're through covert 19 but we may have another one in another three or four years so it doesn't work for us to just say you know what thank goodness it's all over the nightmare has passed in 18 months time we have a vaccine and it's all going to go back to how it is well people are forming new habits and we're very involved in multiple sectors and looking at new habits in the way we work and the way we play and the way we express ourselves the way we find life partners the way we spend money what security looks like what democracy actually means this idea of a balance between individual security and um to what degree are we willing to put our freedom to one side for society health you know these are eternal questions that are being brought up once again and you're right at the very very center of in mass participation right in the center of it because this is where a sense of love of community of family of belonging of personal health and vitality and the meaning of life all come together and yet the mistake could be to think that what we're doing is encouraging a whole bunch of people to get together and go for a bit of a run it's a lot more than that and here's an opportunity for cities and environments and organizations who are starting to shape up what new participation mass participation looks like to be able to redefine the new normal so an exciting time not just in this sector but exciting in this sector because it's exciting right across the board and you could argue that nothing is really changing we're just taking things that people thought would take 20 years forward so things that we thought were going to be happening in 20 years from now are going to happen in 20 months from now so where do we want mass participation to be in 20 30 years time we're going to be looking at that in a couple of years and not everybody will be able to do that and so not everybody's events are going to survive some great insights and fantastic stage setting thank you peter and uh and gonna pop a poll in there just in terms of understanding what people think those comfort levels are assuming that we get that blank piece of paper and people can go out and have the opportunity to as you said show love belonging personal personal health connection so i'm going to pop that in the in the in the there to get the an idea of the poll of what people feel of their participants and i'm going to come back to you if i may now anna and get you to start uh to share some of the east framework with us thank you all three of you for those intros really valuable nice it's nice to set the scene scene and kick off the discussion and as we heard from the intros you know and as we look around the world um that we're in there's there is a lot of uncertainty and we're not really sure what's what's coming we can anticipate and plan and prepare as much as we can but we we really don't know what's coming um but one of the things that we do know is a bit about how our brains work and people seem enormously irrational but are actually hugely predictable and when we understand a bit more about our brains it's um it then helps us to understand what we're likely to see from from people and from from humans and when we you know when we get when we get humans together um there's a there's a great um there's a great uh framework that we like to that we like to use and we use this in every aspect of the of work that we do because at the core of it it helps to understand how people work and in in our line of work um people are the common denominator um so in in neuroscience language um we're talking about system x and system c in behavioral economics it's ca led system one and system two um but they're different systems in their brain and so system one sits in the midbrain it's the limbic system now this system is it's very fast it's automatic and it's it's unconscious um whereas system two sort of sits on top it sits in our prefrontal cortex and this is our executive functions um it's it's slower it's more considered it's quite conscious we like to refer to these uh these systems as the elephant and the rider because the elephant is sort of fast automatic it's emotional it's quick and it's unconscious um and then every now and then the writer sort of sitting on top trying to navigate the the elephant sort of says oh now just a moment let's just pause and think there this is the thinking processes right it's a bit like the child and the parents or um any any analogy that sort of works for you but the elephant and writer seems to seems to help us conceptualize these two different systems of the the brain but we know that when we're under stress our system too our rider up here behind our forehead is actually less active and we're um under the control of a more automatic system which is our elephant it's sort of the elephant brain just kind of likes to wander off and do its thing it you know and and then you know those um the moments when you when you say something and you realize that you hadn't filtered it like this is this is your rider brain sort of saying oh that was your outside voice and so we constantly have this tussle in our in our heads um and part of the reason why this is so interesting and and relevant um is that these systems are how we make decisions and then how we take actions based on the decisions that we've made so i was just getting a little bit of a little bit of feedback um but we have this tussle between these systems which is which is quite quite interesting we um we've actually seen it we've seen it a few times um well many times during the last the last few months but um there's been a few public officials i'm not sure if you've seen the rounds on than youtube but there was an executive director at the world health organization um and there was also a chief health officer in california who were asking people from a podium not to touch their face while they were touching their face i think one of them even licked their finger to turn the page whilst asking people not to touch their face the dutch prime minister was asking people not to shake hands right at the the the dutch prime minister was asking people not to shake hands right at the moment and then finished and then turned and shook hands with the person next to next to him like these are these are bright people these are very well-intentioned people but their elephant brains were running the show they were um you know it was automatic right like you shake your hand when you finish the speech even though the whole speech was about not shaking hands and so so the point of this is when we're talking about how we make decisions and take action based on it we feel like we're talking to the right of brain and we're wanting the rider brain to engage and so it's cognitive and it appeals to people's best side and it's like well it's rational well it just makes sense to do these things but what we need to understand is that the elephant is responsible for 90 of our behavior so our elephant brain is taking action not our rider brain and so we need to take that into consideration just sort of respect and acknowledge the power of the the elephants um and interestingly um like where you know we we do this adulting thing where we don't say the first thing that comes to our minds most of the time which is very very helpful for staying employed and staying in relationships um and so we we try and you know manage the elephants as much as possible um you know in our day-to-day but the thing is when we get tired when we're hungry when we're stressed it's a bit harder to wrangle it and sometimes the rider the elephant sort of bucks the rider off and and charges off um and so when it comes you know even thinking about people running marathons at the end of that at the end of the end of running a marathon when they're absolutely exhausted it's likely that you're going to see more habitual behavior so it's things like that that's just going to be important to to take into consideration now what that what that means in practice is that um there's a very simple framework developed some by the behavioral insights team um in the british government called east and it's really helpful because as we look at this field of behavioral economics um which where this east framework came from um it's about nudging the elephants nudging behavior towards something that you're wanting um you know people to move towards it's a bit like um it's a bit like peanuts so you're trying to guide the elephant right so you've got to know which peanuts and where to put them to guide the elephants towards a particular type of behavior so the east framework is all about how to lay the peanuts so that you can get people you know heading in the in the right direction um so east is an acronym the e stands for making it easy we want to make it easy for people to do the right thing the desired thing so for example i'm not sure what it's like in each of your um respective areas and countries but um here in in brisbane australia we have x's on the floor of every shop and so it's like you don't need to mentally measure out the meter and a half you just stand on the x so this is making it easy for the elephants right you walk in you stand on the x they've done it for us um to make it easy we need to reduce the hassle and we need to simplify the messaging so whether it's from the initial marketing to registration through to safety instructions it's really important to keep it short and simple and we've seen a lot of this through kovid you know it's wash hands 1.5 meters distance stay home save lives cover your mouth get tested like it's two words it's really really simple um and that's to try and um make it very very easy for people to do the desired thing so that's the that's the easy of east the a stands for attractive and this is make it make it attractive make it fun make it enjoyable you know attract attract people's attention reward good behavior and you know honestly most of us want to do the right thing but a long list of rules is really not very fun and so you know if we're taking away either celebration or or connection you know um even even like through hugging like what are we actually replacing it with so we need to think about how we're making things attractive for people it's not just a tedious list of compliance things and i know christy's going to talk a lot more about this one very shortly um the third one is social the s stands for social um as you're as you're laying the peanuts and nudging people towards a particular behavior you need to make it the done thing you know so this is how athletes now engage in the event make it it's like the new thing that's done and you have an opportunity as peter said to to reset that you know getting well known people in the industry involved in some of that can help as well um to make it social using networks and relationships will be really important um getting a guiding group of people together to sort of come up with some solutions and and co-create it will be really impactful and powerful um and another way to to help in this um in this social section is to encourage people to make a commitment to others so when they're signing up to an event what commitment around safety and and responsible behaviors are they making um quite explicitly um that's that'll be a powerful way to help channel the channel the the elephants that's a really good one so everyone signs up and terms and conditions and everything and so part of that this you know by signing up to do this event i commit that i will be safe to other people that's a that's an interesting perspective yeah yeah and even like not a not like a long a long thing like keith gets keeping it simple and keeping it you know i um you know the way that i and make it very specific the way that i celebrate at the end of the event will be respectful and safe for other people the way that i you know i will actively support other people to engage in safe behaviors like really simple but really sort of community um focused as well yeah and the the t stands for timely and this is about prompting people um when they're most likely to be really receptive and open to that sort of the the information that you're wanting to to communicate um if you're for example if you're looking at uh messaging around a water station um by the time people get to the water station the elephants will be taking charge right because they're thirsty and they're tired so if they get to the border station and then you've got the signs the elephant will be in there and the 1.5 meters might be out the window but if you're framing it 50 100 meters back so it's in their brain they can prepare for it they're you know and then once they get there more likely that once they get arrived there so so timing's key and thinking through each of them each of the bits sometimes it's important to have it right there then sometimes you need to frame it um a sort of before beforehand so that's the that's the east framework it's very very simple but designs designed to be simple so that anyone can sort of quite easily implement it in terms of um an event that you're running or just as you think a bit of a a checklist to think through how you can better sort of nudge and guide nudge your guide elephants to make safe choices lay a trail of peanuts for your runners to make sure they get to the finish line safely i love it wonderful thank you thank you anna let's throw over to maybe peter before we go to christy and i'm going to share the results of that that previous poll but peter you got any follow-up comments on that before we go to christy to start talking about uh her framework um just simply i mean the big idea here is um we we have new year's resolutions all the time and we decide we're going to eat less and exercise more and you know we're going to spend more time with these people and less time with those people but we don't do it and so the big question really is why with the best intentions of the world in the world don't we do what it is that we decide we're going to do and the answer is because exactly as anna has talked about inside us we have this tension we've got this part of us the writer that says this is what i'd like to do i'd like to go on a on a fun run i'd like to be involved in this i'd like to be fitter i'd like to i'd like to spend more time with friends i'd like to drink less i'd like to go to the gym more you know these are all very rational sensible rider-based ideas but the elephant likes to drink and the elephant likes to eat sugar and the elephant likes to sleep in and watch tv and the elephant has not a lot of interest in pain so the biggest issue here is that if if you construct and governments make this mistake often and um this is something in the australian environment unions don't make this error but employers do they the employer appeals to the rider the union applier you know um appeals to the elephant uh governments in trying to change eating patterns you know they try and appeal to the rider but the um the soft drink manufacturers and and you know the sweet the sweets sector uh in you know the beverage and the fast-moving consumer goods they all good advertising is good because it changes behavior and it changes behavior because it appeals to the elephant so everything that anna is saying and that christie will will take you through as well is all about saying just because it's sensible doesn't mean people will do it and just because it looks a little bit odd doesn't mean it's ineffective so if you're going to reset it's no good coming up with a list of six rational reasons why people should participate because everybody will agree and nobody will do it and right across the world you've seen politicians who make absolutely no sense yet people vote for them because the politician has the ability to appeal to the elephant rather than the rider facebook facebook appeals to the elephant not to the writer i mean what do you learn from facebook however we get drawn into facebook or drawn into social media because it's exciting it's different and because on social media every time you post something not when you watch something when you post something you get dopamine and dopamine rewards the elephant so it's a very long way of saying this model and what christie's going to cover is absolutely critical it makes no sense but it makes perfect sense to the cleverest advertisers and promoters in the world and that's why elon musk does so well because he not only appeals to the rational side but appeals to the irrational side or the elephant side of the brain and i think you you put that beautifully anna and i'm looking forward to hearing what christy says thank you peter over to you christy let's uh let's have some insights into your involved framework that you've used on so many events thank you yes well i mean following on from what uh anna and peter have been saying you know we we built this framework to uh appeal predominantly to elephant and i think that's the you know the the crux of the model you know there's a little bit of rational uh you know uh priming in there too but but you know we recognize from all of the uh events and the marketing that we were putting out there that there was no or very little rational response into the way that you know people were behaving and so we built and tested a model that when applied to the design of any marketing and event campaign um it effectively will trigger a higher attention and without attention you're not going to you know be able to to um you know implant those memories so to to trigger that attention to hold it for as long as possible to effectively fool your brain into thinking that this is a vital piece of information that this is a life-saving experience that you need to bank because we're not programmed to remember not non-life saving information or or non-life thriving information and uh so effectively we we needed a way around this and that's what the model does so you know and it and and it's there's a lot of similarities to the east model um and i'll take you through in in very top line detail um the involve uh each of the letters stand for part of the process and um the first letter is i and it's for intrigue and without intrigue you do not have the elephant's attention um because you know it's seen a lot before it's you know an expectation unfortunately is our biggest filter if we've seen something before we already have a a memory of it and we've already worked out whether we want to probably pay any more attention you know or not and so we try and create as much intrigue as possible and this is especially in the run-up to a live event for example you know it's it's um we're effectively trying to spike a little bit of a you know an adrenaline rush you know what is this i haven't seen this before you know what could it be um because and and that's needed now more than ever you know we we have some people right now will have an aversion to enliven event you know they're feeling really uncomfortable with the current situation they're not sure if they want to you know interact with a lot of other people the more that you can intrigue them the more they're at least going to consider consider it to make it something that they might do again um so that would be the first part of the the um you know the the recommendation the the what that can look like you know some people that have been doing it brilliantly uh companies like secret cinema you know they rarely tell you what film it's going to be until you know the last few weeks before they actually you know release the film and so you get a lot of people guessing and a lot of people uh interacting connecting on social saying what do you think it is is it this is it not and that's brilliant it helps build up that intrigue and so you almost you know that the the community is then doing the work for you be ause they're all guessing so i think as much as you can you know perhaps not release all the details of your event to start off with or you know get people to think what could this be like is it something that i might want to join and you're going to have a more powerful effect to get that elephant's attention um the next piece of the pies is the n stands for novelty and again you know going back to that you know if we've seen it before we're we're not necessarily going to pay much attention so we always try and create new and it's never more important than now to create new you know we've got this opportunity to literally rewrite uh the future of events um and we're also you know we're in this position you know until now until pre-covered we've all been in this incredibly privileged position of thriving you know or a lot of us have especially those in the live events industry with the experiences that we're able to put on or attend you know the incredibly rich face-to-face experiences with community etc we've just been thrust back into survive mode and that's changed everything up if you can offer people a little bit of thrive again a little bit of what they're missing um but wrapped up in a new safe you know uh it's gonna be okay to be around other people again um then i think there's a huge opportunity to take a real share of market um because it's what they're craving right now so but yes not a novelty would be one and that could be new that could also be nostalgia you know something that that we have a lot of memories of you know remind them of the time when um it can also be a really powerful way to go uh the v stands for vivid and that's not just about getting their attention with bright shiny things um but this is where we really focus in on the power of visualization and i think this could be huge for the live events industry and especially mass participation going forward because um you know if you if you can use words like imagine you know imagine uh running across that finish line and then the the feelings it's going to evoke um it's as good as them being there and actually having that experience you know there's some brilliant studies out there that that talk about the power of visualization and and the the um tangible the physical effect it can have you know there was a brilliant study by i think it was the university of ohio uh don't quote me on this in the detail but it was a a study whereby they took a a number of participants and um asked them to exercise for say 10 minutes a day for five six days a week over a period of a month and then they took a second group and asked them to think about exercising for the same period of time and the same number of days per week over that month period and obviously that there was a control group that did nothing but what was fascinating was that the groups that were solely asked to visualize exercising they actually increased their uh muscle uh i think was either mass or capability by something like 35 just by thinking about it you know it just shows the power that we have and uh you know and how important visualization can be so um any opportunity where you can um drive uh attendance of participants by getting them to imagine that an incredible moment of of winning or taking part and then the same of being there you know give give people that sort of hope of that sense of community again and gathering i think that would be um a great opportunity um the next point is oh for organized i think and i talked about this you know give it to them in a really easy way give them the messaging but in a format in which they can uh lap it up easily don't give them too much information because they won't be able to understand it all and too much information is overload and they'll tend to run a mile from that um so you know keeping all that uh messaging super simple uh next point is uh alpha lively so this is a piece where you know i think we've seen it with the the power of video and and the live format but you know um movement is far more impactful than static you know we still operate in a in a caveman way um if if we see movement it uh we prioritize it over the static because um it could be life-threatening and so the best way to to get people's attention is by giving them lots of moving things that they perhaps need to focus on more need to pay more attention to that can be really powerful from a marketing and a message dissemination perspective um and from a sensory perspective as well like you know not just from from uh watching but doing um which is of course the power of live events you know there's more senses involved when you're physically moving um things like you know the the proprioception and kinesthesia and things and the more senses the more uh you know likely we are to to forge your memory and it's more powerful memory um the v the last few stance of variety um we are all so so different you know we all have incredibly different uh memories incredibly different perceptions you know we come from different cultures so i think this is a point just not to create one experience but you know consider uh the different uh types of people that are going to be attending your event and try and give them multiple experiences because what makes one person comfortable does not make the next person comfortable or what attracts someone's attention it's not always what it's going to attract the next person's attention so we always try and create as much variety as possible to make sure we've got the most uh you know that we've maximized engagement by the most people and then the final one which is perhaps the most important is that you know we don't make memories unless there's an emotion involved um and so you know it's super key to to drive that up you know drive up that emotion as much as possible and you know senses are one way of doing this and obviously the more senses that you can uh use at a live event the better you know smell it's so powerful um or even just the thought of smell actually we did an online campaign with um rebel for the f1 and just that uh a suggestion of the smell of burning rubber of the tires was used for for a social campaign and and you know so it doesn't always have to be the actual um and then of course one of those perhaps the most important um senses in the emotion space especially for live events is touch you know um the the that oxytocin that gets released you know around all this bonding that happens at a live event and the amazing um you know uh neurotransmitters all going crazy at the at the finish line to to you know anna and peter's point earlier like you know we want to hug we want to you know have that physical connection so what could the next you know what's the future of the cross the finish line uh physical connection you know because we we are going to need something um and i think to be able to ask your audience and what that could be and crowdsource with them to you know fantastic suggestion from from panel um that's exactly you know the way it should go there was a brilliant campaign done by um smirnoff many years ago called you are the night and they crowd sourced what people wanted from their next night out and then they gave it to them and it was super successful and i i've quoted it a lot since and i don't think there's enough done in the crown source space um so so yeah so that's it in a nutshell but but applying all those steps in involved should appeal to your highly emotional elephant um and uh have a enough rational in there for your rider and um hopefully leave you with a a compelling event we've certainly had some fantastic results from ours thank you christy we we were talking about the the challenges in in cobra time obviously of that that most important one that you spoke about the end emotion and and peter came up with a with a great idea that tied into the crowd source when we were having our planning call peter your idea of of you know how do you replace that hug maybe you'd like to share the idea that you came up with well it's interesting it and um the human brain is a meaning making machine that's what we do we constantly make meaning and as neuroscientists we've always been interested in what is it exactly how do we make meaning and at the highest level there's this wonderful term uh that neuroscientists have come up with which is it's also how we explain consciousness by the way which is we say it's an emergent quality don't you like that so that means that you know if somebody says you know daddy you know what how does democracy work you can say well it's an emergent quality you know it's one of those one one answer that that answers everything that can't possibly be answered anyway this is how we've come up with labeling consciousness we say it's an emergent quality of having 10 billion neurons now the problem with that incidentally just from a philosophical perspective is that now the internet has just under 10 billion connections and neurons which means that it's on the verge of having an emergent quality of consciousness isn't that an amazing thought that the the internet may actually be developing a sense of self and a sense of itself so it might be us versus the internet who knows and all those all those war of the worlds and all those fabulous sci-fi stuff that we all read for the last however many years might have something in it anyway that's completely beside the point the point is that we as human beings make meaning of everything and so we're interested in how does the brain make meaning and there are two parts to it the first is even though we rail against constraints as human beings and we rail against rules an absolutely critical part of meaning is what we call an enabling constraint so if you if you just if you think of of hitting a ball around a paddock if you don't have any rules it's not a game it's just hitting a ball around a paddock if you don't have a handicap in golf it's not a game if you don't have lines down the middle of a road if if cars are going in different directions it's just chaos in which case there's no fun so an integral part of fun and meaning is to have rules and rules are from the brain's perspective an enabling constraint i play piano and i i paid my way through university in part by teaching people how to play piano in three weeks they couldn't actually play piano they could play one tune but it was a great thing you get a med student who could go home and before they left home they couldn't play the piano and then they'd sit down and they'd be able to play three bars of something that's all they could play anyway point b often i'd end up with these very successful people that wanted to play the piano but they didn't want to actually follow anything disciplined like music they just wanted to put chaos on the keys and of course it just sounds rubbish and this is life life the brain needs an enabling constraint and the reason this is relevant is the question that we were discussing as a panel was if people now have all these constraints of social distancing and they can't hug at the end of the line and you know the oxytocin doesn't get released in the same way when you're online like this what can we do about it part of the answer is to say they're just part of the rules of the game so you as a winner if you're in a team and you're competing you need to follow these enabling constraints which are the rules of the game but the crowd sourcing part that christy said is absolutely right how can they then work with those enabling constraints and still get the oxytocin so you know lady gaga has come up with that with that pure glass it looks like a fish tank that sits on one of those bowls fish fish bowls that sits on her face looks very glamorous of course everything that she wears does but but there could be new designs of outfits that people could wear there could be new ways of hugging that people come up with you know this just becomes part of the fun of the exercise and if it's presented not as a rule but as but as part of the rules of winning you know our winners are going to have had these 16 things or these four things if we want to play with the elephant because 16 is a few too many but the idea here is it's only in our brains that it's a negative thing otherwise it's no different from any other game so we can use it to our advantage as part of the reset and it will be a stretch for the first time only the second time they're just the rules they're just the rules when you're a child and you discover scrabble and you discover scrabble you discover any game whether it's a board game or any other game and you discover there are rules it's a great imposition but the moment you know the rules it's no longer an imposition because our brains are designed to make meaning from two things enabling constraints the rules and how you have fun within the rules and so culturally if you look at all the different cultures around the world we all have quite different ways of having fun within the rules if you go to amsterdam it's quite different from munich it's quite different you know we were talking the other day that when we first started working in malaysia the way you express and have fun and the way you express emotion is through karaoke so if you want to say something you sing generic words but you look at the person that the words are meant for and this way you can communicate amazing things in australia where we're nothing like that in australia if you want to say something you know we're pretty well known the world over for just saying it we're not the most subtle in the world whereas you know the english are far more nuanced and subtle than the way they're able to uh give very sophisticated approval or disapproval just by interacting and the way they enjoy themselves is very different as you would know christy so the point here is you would think it's going to be the end of everything if we put it as part of the fun of winning and we embed it as part of the rules then people will use their creativity to win the game following those enabling constraints and enabling constraints are it's a little bit like a hydraulic system and you get a whole lot of power and pressure and enthusiasm if you can take the water and you can put it into a into a narrower spout that's exactly what we're doing with this we're increasing the passion increasing the enthusiasm increasing the competitiveness if we can just be really clear and follow the evolve and the yeast method to be able to take what could be quite complicated rules simplify it appeal to the elephant and the rider will come up with all sorts of really innovative and interesting ways of being able to satisfy the need to connect and the need to have fun but within those constraints and we do this exactly as christie said through crowdsourcing you do this by asking people give them the guard rails don't give them the answer tell them about what success looks like don't tell them about how you're going to you know make them comply make it fun and then celebrate people who do it well what's amazing if you open up the information to everybody within the group you'll educate tens of thousands of people about how they can win within that enabling constraint then you're doing two things one thing you're educating the community about social distancing um and you know being able to to work in a in a in a covered world so you're educating the community but you're also injecting a little bit of fun back into the community this is what innovation is all about right through history the human spirit has adapted to a different and changing world those who don't adapt die those who do adapt go on and live a better and greater and most amazing life wonderful and and and the finish line one solution you came up with which is i loved is the you know these hugging teams filled in in literally covered in in sponsor gear in plastic completely covered safe you're not going to get hugged by your family member but when you get to the finish line if you like one if you follow the rules you can go over in that corner and be hugged by someone who's going to give you a covert safe hug not not exactly as it is these days but you know a new perspective and that opportunity to to add tho e i love that um give the guard rails not the answer that's really fantastic because i would you know and i've seen it out there everyone's being prescriptive events are saying if you sign up you do this you do this you do this as opposed to these are what we need to do how might you be able to do that i'd love to i'm just going to throw it around and give a quick final summary but in in in between that i'd love if people wouldn't mind in the chat to do two things for us one is to let us know what they see as the biggest opportunity in the next 18 months and two what their biggest takeaway is we've got about five minutes to wrap up and we're always conscious of trying to finish on time but love to hear your thoughts in terms of what what you think the biggest opportunity is and maybe this has triggered something and and and what the key takeaway for you has been out of this just in the chat or the q a and then sorry peter i cut you off there i'd love you to finish what you were going to say and just give one final takeaway for people to as a bit of a wrap up of everything we we've been discussing so this is a bit like the difference between a control fixed mindset and a growth mindset don't tell people what they can't do people are well and truly sick the world over of hearing about what they can't do what we want to tell people is what they can do our winners will have the following six things our winners have done this and then when you do it you showcase the winners and you say that is amazing we love your creativity isn't this terrific and you might have some competitions before the major event so that you give people a bit of an idea that they can be creative about it but the human condition is far more creative we always think that we're going to solve these things through control we can we solve these things through adaption and innovation so it's just a way of saying less of the rules more about the winners the winners are going to do these things the winners are going to have these things this is what success looks like and we know that actually most of the people who are attracted to participation sports like this are more about success they're more solution focused so they'll respond more to it as well it's just that simple framing frame it in terms of what it takes to succeed rather than come here and we're going to give you a good thrashing and it's going to be a thoroughly terrible event trust us which is what we implicitly say right yeah yeah thank you this terrible world in this terrible postcode world come along and have a terrible fun run of course nobody turns up love it thank you great insight christy why don't we give you one a wrap and then we'll come back to anna well i have to agree with peter i think you know i think that's where so many of us um who've been in this industry for years have tended to you know if we've ever gone wrong and and had a negative experience it's because we've disseminated messaging in the wrong way and there's been a little bit of a backlash um it's no different now and in fact there's it's it's um you know people are much more sensitive right now and so i think you have to be very careful of what you say and how you say it um and exactly that you know people are looking for a ray of hope right now um give it to them and they in the main should respond positively um you're never gonna please everybody um i think we were talking about this yesterday and peter was saying you know unfortunately you're always going to get people that don't react the way that you want to when you're you know no matter how much work you put into it um but if you can give the majority um a very compelling reason to be there or you know that that ray of hope then um right now i think you know a lot of them would um do anything to be a part of that because of of the position they're in and they're craving this need to thrive there's need to be part of a community again there's need to get back out there and you know connect with people in a safe way um so uh yeah just just uh gear that messaging to be very reward focused and positive thank you and anna um i absolutely agree with that and i think just the the last takeaway is just not to assume that people's writers will be making the decisions don't communicate to the to the writer respect the the writer but um and don't get frustrated when people's elephants show up and if they're making decisions just lay the peanuts better and be very considerate about where you're you're laying them because they'll have intended and unintended consequences so think that through and um just create amazing events that help people connect through a tricky time i love that love the lay the peanuts and you know that whole point that you made about when you get to the finish line you're tied you're going to revert to type there's obviously plenty of stress going around when you're at the start line even which is bringing that element to the four as well so don't forget the elephant i think is probably a closing statement but yeah i just really wanted to say thank you so much thank you for those of you that joined us thank you uh peter burrow anna waters and christy castleton thank you so much for making the time and for all the great insights have a great night day evening wherever you are thanks chris thanks everyone thank you bye thanks anna thanks chris fantastic you