When someone is not intrinsically motivated to change their behaviour, only one option is available to trigger a transformation; make the pain of not changing their behaviour greater than the pain of changing. That is why one of the world’s most accomplished behaviour change experts, from the anti-smoking field stated:
“Negative messaging campaigns do the grunt work. Positive messaging campaigns make them palatable for (government) donors to fund.”
Currently, too little is spent on demand reduction. We have to ask the question, doesn’t it make more sense to put the big money into genuine demand reduction, to create behaviour change in the actual users? Once the desire is broken, then the money could be diverted to awareness raising and education campaigns to ensure that this new lack of interest is sustainable and future generations won’t rekindle the desire.