This paper looks at the core issue of motivation and is of relevance if you are interested in the process of behaviour change. The paper was written as a resource for staff at Bright, http://www.brightplace.org.uk, who run social marketing campaigns in partnership with other charities.
The paper was funded by the Allen Lane Foundation and written by Ben Clark, a forensic psychologist whose expertise includes working with sex offenders in prison. Examples given here therefore include motivational work with sex offenders, producing behaviour change in people whose crimes are so damaging illustrates the extreme end of the spectrum.