Ron Borland PhD is a Professor of Psychology in the School of Psychology at Deakin University. Prior to that he spent most of his career as a research scientist at the Cancer Council Victoria, 19 years as the Nigel Gray Distinguished Fellow in Cancer Prevention. He has published over 500 peer-reviewed papers, most on aspects of health behaviour change. He has been listed in the Web of Science list of the World’s most influential scientists. He takes a broad systems approach to behaviour and behaviour change, integrating efforts at individual and population levels. His expertise spans the impact of social and regulatory impacts on behaviour through to the challenges individuals personally face. He is best known for his work in tobacco control. He has developed a range of mass-disseminable smoking cessation interventions, including the QuitCoach a demonstrably effective automated intervention. He is one of the Principal Investigators of the International Tobacco Control Policy Evaluation Project: an international collaboration that has helped quantify the impacts of government policies on smoking that has also led to better understanding of the challenges of supporting smoking cessation and preventing relapse. He has a special interest in harm minimisation strategies and strategies to assist highly disadvantaged groups. He has developed CEOS theory: a comprehensive theory of Hard to Maintain Behaviour Change.