Changing behavior is difficult. It requires right motivation and relevance. People need to see and experience how the change would relate to their lives and evaluate the wins and costs connected with change.
Here are two interesting examples of how to catch people's attention and motivate them to change through provocative and shocking tone and experience.
Let it Ring for Road Safety
Consequences by PCRM's to draw attention to the link between heart disease deaths and fast food.
What do you think? Does it work?