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Infographic: Navigating Nudge 

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Infographic: Navigating Nudge 

If you want to influence a behaviour, then a great place to start is the EAST model from The Nudge Unit.

Nudge theory is based on the practice of changing people’s behaviour in subtle but profound ways. And the EAST model in particular has resonated with communicators…

The fascinating book, ‘Inside the Nudge Unit’ by David Halpern ‘invites you inside the unconventional, multi-million pound saving initiative that makes a big difference through small, simple changes in behaviour’.

The Nudge Unit (officially, the Behavioural Insights Team) was set up in 2010 to apply behavioural science in a systematic way to a range of government policies. The team’s overwhelming success has taught us some invaluable lessons about how to shape people’s behaviour and the book was recently chosen for review by CIPR Inside’s #ICBookClub.

For internal communicators (and leaders too), the EAST model – Easy, Attractive, Social, Timely – is an ideal framework upon which to shape our messages, keeping our comms considered, concise and human. We’re taking you on a visual journey through EAST to explore what it all means (just watch out for the bears)…

For more information about the Behavioural Insights Team (aka The Nudge Unit) visit their website. And for the
latest findings and comment from the world of behavioural science and public policy there’s a great blog too!

What nudges have worked for you and your comms challenges? Share them on Twitter, @alivewithideas.

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Sarah Wright, Head of Communications and Campaigns — NEA

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Jack Ford, Head of Marketing — streamGO

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Georgia Beech — Internal Communications Specialist, Ocado Group

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Dr Anna Batho — Clinical Psychologist – Critical Care, UCLH

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Matt Fletcher — Met Police

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Emma Wright — South Yorkshire Fire & Rescue

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Emma Wright — South Yorkshire & Rescue

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Thank you so much. Incredible work done at incredible speed by incredible people.
Outstanding work as ever and what a turnaround. As for the concepts – wow. These are that good it would be an insult to describe them as just good. It’s a joke, quite frankly. This is exactly the Alive effect I was after. Right now I feel like I am living in an Alive With Ideas wonderland. Thank you!”

Jack Grasby, Campaigns Manager — SYFR

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Keren McCarron, Head of Corporate Affairs & Communications — KP Snacks

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Jack Grasby — South Yorkshire Fire & Rescue

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Alexander Mills, Communications Manager — South Yorkshire Fire & Rescue

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Steph Tranter, Hybrid Exec Coach & Psychologist — StephTranter.com

“Alive are unique in how much they deeply listen and invest in you and your ideas. I have not come across a company that listens as much as they do to ensure your needs are understood and met (actually - they always exceed my needs and expectations). Everyone I recommend Alive to has an equally brilliant experience. When you work with Alive, you are not only getting some genius creativity brought into your life, you are also hanging out with some of the best examples of human beings I’ve ever known.”

Steph Tranter, Hybrid Exec Coach & Psychologist — StephTranter.com

“What I really appreciate about Alive is that they work with us as partners, and care as much about getting it right for our patients as we do.”

Sara Langston, Patient Engagement & Marketing Manager — italk

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Louise Burnard, Head of Marketing and Communications UK — Be | Shaping the Future

“We got 'Alive' involved to help us shift mindsets across our organisation and they delivered! Using simple, clear and creative ideas the team have delivered us a campaign which has seen a dramatic increase in idea sharing and development. They’ve also played a significant role in creating a culture of shared success. I wouldn’t hesitate to work with again, in fact, we already are!”

Gavin Buckle — B&Q
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