Behind closed doors in the Downing Street Nudge Unit
18 October 2011 Last updated at 09:05 BST
At the heart of Downing Street, a select group of strategists known as the Nudge Unit aims to alter our behaviour.
This could be encouraging people to stop smoking perhaps, or to eat more healthily - without bringing in new laws or regulations.
When Radio 4's PM programme's Becky Milligan was invited to sit in on one of its brainstorming sessions, she heard how subtle differences in approach can achieve the desired result.