A You Tube link came the other day from Steve Self in Durango. This clip features an experiment to get people to use the stairs instead of the escalator. Take a look at the Musical Stairs. It turns out this is a bit of viral marketing from VW who want to make a statement about innovation. The have highlighted several other ideas for changing behaviors at The Fun Theory.
This is a great example of how creative thinking can guide change without hitting people over the head.