Changing Behaviour by Creating Fun

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And is TheFunTheory.com just about fun? Their mission, "This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or something entirely different, just so long as it’s change for the better."

Is that all it's about? Heck no-- it's "an initiative of Volkswagen"