Behaviour change: Designing interventions to address behavioural barriers

In this video Helen Moore will talk through how to approach designing interventions to address behavioural barriers.

She refers to the EAST tool developed by the the Behavioural Insights Team and the handbook can be downloaded from their website. The acronym EAST stands for Easy, Attractive, Social and Timely.

Below are some examples where behavioural science has been used positively to change behaviour.

• Reducing litter in the New Forest, UK: Littering in the New Forest’s coastal areas initially increased during the first months of the COVID-19 outbreak. The New Forest Council employed behavioural science to tackle this. It resulted in reducing litter by 10.8 tonnes over a one month period (a reduction of 29 per cent), saving an estimated £10,000 in waste collection costs.
• A nutrition behaviour change intervention delivered through women’s self-help groups in India is protective against depression and reduces time spent in market work. This study from India found that behaviour change communication (BCC) in rural India protected against a secular trend in declining mental health and shifted women’s time from market work to domestic and social-leisure activities.