Designing targeted interventions for our target audience is ideal, but there are also a range of generic behaviour change principles we can apply to improve our chances of success, or to overcome any limitations or restrictions we have in time or resources. There is evidence that generic behaviour change tools can make small differences to behaviour, and when applied to a large target audience, these differences can add up. This video will cover one of the easiest and most common generic behaviour change tools, the EAST framework. It will discuss how this framework can be applied on its own, as well as how it can be used to improve your more targeted and focused behaviour change campaigns.

This video is licensed under the CC BY-NC-SA license.