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.