Step 1: Analyze Information Gaps
You may want to think about connecting the behavior to some larger benefit (for
example, self esteem) that people desire. What emotional ties can be linked to
your behavior? People don't buy commercial products only for their technical
attributes (the type of rubber in the soles of the shoes, the quality of the
material in the jeans). They buy the image and emotions that go along with the
product (I'll be a better basketball player, or I'll get attention from others).
However, you can only promote benefits that people can or will actually
experience from doing the behavior.
Also, think broadly about potential barriers. There may be environmental and
policy issues that are real barriers, but the target audience may not even be
aware of them.