Promoting behavior changes is the realm of social marketing. Read all about it at the Academy of Educational Development website http://www.aed.org. It uses all the usual tools of marketing (ads, contests, cell phones, Internet, music videos, etc. etc.) with a goal not of selling stuff, but of selling a change in behavior. Awareness is great. We like awareness. It's one of the main goals of THIS project, Saving The Sierra. But it's only a first step to saving anything. Apparently behavioral change is tricky enough to require the repetitive hammering techniques of marketing to get anything done. Catherine Stifter