To read more about behavior change:
Principles of Effective Behavior Change:
http://www.joe.org/joe/2008october/a2.php
Behavior Change Strategies
http://www.joe.org/joe/2011february/tt5.php
Overview of Behavior Change Theories:
http://siteresources.worldbank.org/EXTGOVACC/Resources/BehaviorChangeweb.pdf