Skip to main content

Blog

Infographic: Navigating Nudge 

< Blog home

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.

“The guys at Alive understand the complexities of our business which means we don’t need to explain the detail of every project or design piece – they’re already on it, which keeps things moving and delivers the results we need.”

Emily Stoten — Head of Marketing, Selecta

“I feel like they own and care for the project as much as we do! I would not use anyone else for my creative work and think Alive is ahead of the game.”

Jo Hobbs — Communications Manager

“Thanks for all your help. We are delighted with the campaign, both in terms of the creativity and messaging but also the thought taken over the rollout of the materials. All looks absolutely fabulous!”

Sarah Crowdy — Campaign and Media Officer Communications, South East Water

“We went to ‘Alive’ for ideas on how to run a specific employee program in Europe. Alan and his team were brilliant in coming up with fresh, creative and practical approaches. The team took charge and executed brilliantly. We are pleased with the progress made so far and hope to have the same level of partnership and commitment going forward.”

Sobha — Tata Consultancy Services

“So glad that we chose Alive to create our new website. As well as taking the time to get the visual side of our requirement right, they worked with us to understand us, our business and our clients and reflect this across the site. We loved their flexible approach, which, coupled with the right level of challenge has replaced our old, clunky site with one we can be proud of. ”

Victoria Ford — Perago

“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