Principles for communications – the EAST framework
Research by the Behavioural Insights Team found that if you want to encourage a behaviour, make it Easy, Attractive, Social and Timely (EAST). These four simple principles, based on the Behavioural Insights Team’s own work and the wider academic literature, form the heart of the team’s framework for applying behavioural insights.
These principles should be utilised in any communications and digital activity. For instance, rather than focus on the sheer numbers of people that continue to smoke, creative should include the sense of achievement and pride when smokers quit. (“Policy makers should be wary of inadvertently reinforcing a problematic behaviour by emphasising its high prevalence.”)
EAST summarises key principles of the behavioural insights unit as outlined in the following documents:
How The Digiterati can help
The Digiterati (http://www.thedigiterati.com) is a training and consultancy service specialising in digital marketing at a strategic level. Having worked with London Borough of Hounslow to develop the digital specification for their outsourced wellbeing service, we are well placed to offer similar advice to other local authorities.
Our approach with Hounslow included an audit of their existing digital marketing and social media activities, stakeholder research and a comprehensive study of good practice within the wellbeing sector.
The Digiterati also provide hands-on training and outsourced services for wellbeing service providers on all aspects of digital marketing including copywriting for social media and the web, eCRM platform selection and campaign setup, Facebook and social media channel management. Feel free to discuss your particular requirements with us, with no obligation.
We hope this document has provided an insight into our approach and ability in digital marketing and social media best practice. We’d love to share more with you.
“Marie and the team at The Digiterati helped us to develop a digital marketing approach for a local authority health and wellbeing service. They provided a great review of current practice in the sector, a vision and clear recommendations for us to take forward and practical advice and contacts that have helped us with implementation. Reports were well presented and delivered ahead of schedule. A pleasure to work with.”
Chris Norfield, Public Health Strategist: Behaviour Change, London Borough of Hounslow
“I recommend The Digiterati for training businesses on social media and content marketing. Today, all businesses want to use social media to boost awareness of their business and service in a positive way. The theory is compelling, but to know what works in practice you have to ‘get your hands dirty’ and manage social media on a daily basis. This is why I recommend The Digiterati for training businesses on social media and content marketing. From working with them on several training projects I know they have used all the techniques and tools that matter, so know what works and what doesn’t and so can show using examples what will work for other businesses too.”
Dr Dave Chaffey, publisher of digital strategy advice site SmartInsights.com
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