Antanas Mockus, a mathematician and philosopher, decided to put his creatively shameless teacher’s sensibilities to the task of governing a violent city of 6.5 million, filled with corruption and thieving gangs of street children:
When many hated the disordered and disorderly city of Bogotá, he wore a Superman costume and acted as a superhero called “Supercitizen.” People laughed at Mockus’ antics, but the laughter began to break the ice of their extreme skepticism.
The fact that he was seen as an unusual leader gave the new mayor the opportunity to try extraordinary things, such as hiring 420 mimes to control traffic in Bogotá’s chaotic and dangerous streets. He launched a “Night for Women” and asked the city’s men to stay home in the evening and care for the children; 700,000 women went out on the first of three nights that Mockus dedicated to them.
When there was a water shortage, Mockus appeared on TV programs taking a shower and turning off the water as he soaped, asking his fellow citizens to do the same. In just two months people were using 14 percent less water, a savings that increased when people realized how much money they were also saving because of economic incentives approved by Mockus; water use is now 40 percent less than before the shortage.
Mockus taught vivid lessons with these tools. One time, he asked citizens to put their power to use with 350,000 “thumbs-up” and “thumbs-down” cards that his office distributed to the populace. The cards were meant to approve or disapprove of other citizens’ behavior; it was a device that many people actively – and peacefully – used in the streets.
He also asked people to pay 10 percent extra in voluntary taxes. To the surprise of many, 63,000 people voluntarily paid the extra taxes. A dramatic indicator of the shift in the attitude of “Bogotanos” during Mockus’ tenure is that, in 2002, the city collected more than three times the revenues it had garnered in 1990.
Another Mockus inspiration was to ask people to call his office if they found a kind and honest taxi driver; 150 people called and the mayor organized a meeting with all those good taxi drivers, who advised him about how to improve the behavior of mean taxi drivers. The good taxi drivers were named “Knights of the Zebra,” a club supported by the mayor’s office.
Harvard University’s Gazette has many more details of how he did these and other humorous and creative things to improve life in his city, and the abstract principles he recommends for others who looking to effectively motivate people for positive social change.
He went on to run for president of Colombia in 2010 but lost.