Screen 5 | EAST Cards

Example of an EAST® Card from the Easy category and how it applies to a policy challenge

EASY

FRICTION COSTS

Insight

Even very small barriers (i.e. 'frictions') which require effort to overcome can prevent people from doing something.

How To Apply

Reduce friction in a system, for example by removing steps from a process.

Example

Students were more likely to go to college when they had to answer fewer questions on a student aid application.

Concept

The most effective way to drive action is to minimise effort.

Challenge

Reducing unnecessary antibiotic prescriptions.

Relevant Card

Friction Costs.

Intervention Idea

Encourage GPs to write delayed prescriptions as an alternative. Adding a barrier to obtaining antibiotics might reduce the amount of antibiotics consumed.

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