Back in 2010, 17 Triggers started with the belief that if marketing could be used to sell beer and cigarettes, it could also be used to help people live healthier, happier lives. Their work received global recognition, some calling them experts in ‘behavior change communication’ (BCC). Unfortunately as time went on, they began to see that social marketing and BCC were not enough to really trigger significant change. Marketing for good causes was simply not enough. Clients didn’t just need great TV commercials and ad campaigns; they needed a whole new way of thinking.