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Here is a story that shows how a subtle change in individual level benefits can lead to a major societal change (within a specific closed society).  This is an example of a creative environmental change that changed behavior at no cost.

Officials and parents for a youth hockey league in Minnesota felt that the boys were fighting and hitting too much so they changed the rules in order to reward teams that incurred fewer penalties. Within a short period of time, the number of penalties had decreased significantly.

http://www.nytimes.com/2010/12/22/sports/hockey/22youth.html?_r=1&scp=1&sq=fair%20play%20shows%20up%20in%20the%20standings&st=cse

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