You mentioned the words “behaviour change” in your question as well, and that's part of the reason why it's going to require so much work and effort. If you look at individuals and behaviour change models, you can fall on a spectrum of behaviour change, in which you have people at one end who aren't even thinking about it and people at the other end who are doing it and have been doing it for years. The strategies and the marketing campaigns you would use are completely different, depending on where the individuals fall on that spectrum, so it makes it a very complex issue. For something like ParticipAction, where you're just trying to get people active, the strategies are different from those you'd use on people who are active.
On September 26th, 2006. See this statement in context.