Selling a new brand of soft drink or a rotisserie grill is one thing. Changing behaviour on a societal scale is something else all together.

To build successful social marketing campaigns, you have to figure out why people do things that are manifestly bad for them. Why they won't do things that are obviously good for them. And what it will take to reverse that. To find the answers to those questions, you have to go – you guessed it – inside.