The image of a fly inside the urinals of Schiphol airport – Amsterdam, allowed to reduce the expenses in cleaning products by about 80%. The introduction of a red-fried potato , in 10 normal ones, allowed to reduce the total consumption of potato chips by 50%, in a study done at the University of Cornell. Minor changes in the way medical doctors prescribe drugs, or fines sent home from UK citizens, significantly increase their effectiveness: they reduce prescription errors and increase the payment of fines. The issue has to do with the fact that small intangible nuances in the context of choice influence them significantly due to their impact on automatic information processing mechanisms. It also radically changes the way we look at society, the economy, and public policy. This theme has been growing in the international context under the umbrella of the term Behavioral Economics, and Nudge Portugal aims to disseminate it in Portugal and the World, and contribute to the regularization of its application (the so-called “Nudges”).