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Website: www.wearewhatwedo.org

Started: 2004

Based: London

Recent projects include the global archive, Historypin, a way for millions of people to come together from across different generations, cultures and places, around the history of their families and neighbourhoods, increasing contact and building stronger communities. We Are What We Do is also behind Internet Buttons, which helps those new to or nervous about using the web.

The organisation is also responsible for the 2007 I'm Not A Plastic Bag shopper campaign, which has brought about a major change in mainstream consumer behaviour.

Nick's approach draws on behavioural economics and social psychology and is summarised in his recent paper The Incidental Effect: Exploring New Methods in Behaviour Change.