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The EAST model is very simple to understand and start to consider changes you might make to your program or sessions to help people become more active.
Easy – harness power of default, reduce the hassle factor, simplifying messages
Attractive – attracts attention, design rewards and incentives
Social – show that most people do the behaviour, power of networks, make a commitment to others
Timely – prompt when most likely to be receptive, consider immediate coasts and benefits, help people plan their response
Id be intersted to see what you do to successfully help change peoples behaviours to become more active in your session and in their life...
I love the simplicity of this model, and having read the East Principles doc from the Cabinet Office can see how it is impacting, but I struggle to think of great examples where this is being done in sport.
To do it really well you need to have a good understanding of the people whose behaviour you are trying to change and what their barriers and motivation are - and that probably where we are lacking details.
In my own club we have elements of these:
- adult and junior beginners and intermediate sessions courses run at same time making it easier for families
- to get people into the competitive side of the sport we focus on it being a personal challenge rather than a competition, and highlight the social side of being with other members and having fun. Also we nudge people about this when they are at the right ability level, and when there is an event close by we are all going to to support them (rather than one several hours away).
- we've started a general fitness session this year (circuit training in kayaks) as a social way to get a bit fitter as most of members aren't the kind of people that like gyms and pounding the streets which is getting good numbers, and keep reminding and promption about this through social media to maintain interest. This is more a way of getting people paddling more often rather than getting new people into the club.
But these are from experience rather than a concerted effort a behaviour change, but we are staring to think about the 'customer experience' increasingly to understand how we can make the club more attractive to recruit and retain people.
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