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Behavioural Insights Communities of Practice – EAST Framework

Issue date: 
Tuesday, 20 November 2018
Issue status: 
Published by: 

If you want to encourage a behaviour (nudge!), make it Easy, Attractive, Social and Timely (EAST).

These four simple principles are the basis for a simple, memorable framework to increase targeted behaviours and improve the success of social initiatives. The framework was developed by the UK Behavioural Insights Team.

Last updated: 
Monday, 23 May 2022

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