(http://nymag NULL.com/scienceofus/2014/07/awareness-is-overrated NULL.html)

It feels really good to raise awareness — it just doesn’t accomplish all that much. (Awareness Is Overrated but easy. Behaviour change requires work and investment.

Source: nymag.com (http://nymag NULL.com/scienceofus/2014/07/awareness-is-overrated NULL.html)

Well said in simple language, this article points out the gap between awareness and behaviour, and provides some good examples. After reading, you may wish to bookmark. Then it will be available one day to provide it to a senior manager or supervisor who you wish to convince to try marketing directly to Behaviour Change.