So nice to see Coca Cola’s Peace Innovation Intervention bringing Pakistan and India together. It has all the ingredients we like: BJ Fogg’s Behavior Model where behavior = motivation + ability + trigger; fun; baby steps approach to behavior design; Minimum Acceptable Peace Interactions (MAPIs); it’s technology mediated; interactive; and it elicits pro-social behaviors across conflict boundaries. We’ve been supporting Romancing the Border, a project initiated by Rehman Ilyas to increase social interactions across the India/Pakistan border. We’re happy to see Coca Cola get in the game.
Of particular interest is the notion of a multinational like Coca Cola experimenting with citizen diplomacy effort using their product as a trigger or behavioral cue for cross-boundary engagement. Diplomacy is moving beyond the walls of consulates, into the hands of individuals and entities that have a vested interest in increasing the quantity and quality of cross boundary relationships.