Ron Borland PhD is the Nigel Gray Distinguished Fellow in Cancer Prevention, at The Cancer Council Victoria, Australia where he has worked for 30 years. He is listed in the Thomson-Reuters List of the World’s most influential scientists. He is one of the Principal Investigators of the International Tobacco Control Policy Evaluation Project: an international collaboration that is analysing the impact of policies on smoking. His has a special interest in harm minimisation strategies and strategies to assist highly disadvantaged, high smoking prevalence groups. He is the developer of CEOS theory: a comprehensive theory of Hard to Maintain Behaviour Change.