This document explains four simple principles – making a behaviour easier, attractive, social and timely (EAST) – whose effective use can significantly increase the adoption of the promoted behaviours. However, keep in mind that there is no ‘one-size-fits-all approach’. Keep in mind: Before using these principles, you should understand what is currently making a desired behaviour difficult, unattractive, unsocial and untimely. Only then can you work on making the behaviour EAST.