We are not the purely logical, rational creatures we like to think we are. If we were, we would never laugh or cry. We would not gloat or grovel. Or daydream endlessly about hopeless yesterdays or hopeful tomorrows.

Emotion drives behavior.

• Tapping into clients’ emotional drivers helps them achieve positive behavior change.
• Many researchers, psychologists, and social scientists have concluded that inspiration for change must happen before providing information for change.
• Chickasaw Nation’s own extensive research supports these conclusions — and Texas WIC agrees*.

Before we can achieve the results we are all after and reverse the threat of childhood obesity, we must...