Extending from the experience of psychology focusing on addressing behavioural risk factors, such as drinking, smoking or other forms of substance abuse, Motivational Interviewing (MI) has evolved to form a methodology and technique for wider efforts to promote behavior- change in extended communities. MI starts out with collaborative, person-centred communication method and form of guiding to understand needs and to elicit and strengthen motivation for changed behaviours. MI is particularly devised to strengthen personal motivation for and commitment to a specific goal by eliciting and exploring the person’s own reasons for change within an atmosphere of acceptance and compassion. It integrates features of human, face-to-face interaction and mechanisms for establishment of trust, to build incentives for positive changes.

• The translation of MI techniques into novel forms of community engagement in support of various NBS opens for a range of commercial and social innovations;
• Innovations are required in tackling the needs of specific categories of residents and relating to their particular motivations;

• High in the sense that one can build on positive experience in one area for replication in another;
• Adapts the methodology used in one context can be applies to a different set of issues.