Sometimes you want people to make the right choices for the right reasons: potential perversity and jeopardy of behavioural change campaigns in the mobility domain

• The transport policy domain is seeing a surge of behavioural change campaigns.
• More attention for unintended and undesirable consequences of these are needed.
• Hirschmann triad of futility, perversity and jeopardy can be a useful heuristic for this.
• Financial rewards and gamification are effective but concerns about unintended consequences can be raised.
• Researchers and practitioners need to develop more sensibility for this to counter solutionist tendencies.