Francis Kelly, President and CEO of CEOVIEW Branding and former leader of the Truth anti-smoking campaign, teams up with Christopher Bryan, a professor at UT Austin specializing in psychological reactance. They discuss how rebellion can be harnessed to encourage healthier choices, particularly among adolescents. Kelly shares insights on the groundbreaking Truth campaign that effectively reduced youth smoking by tapping into teens' resistance to authority. Bryan introduces creative strategies to promote healthy eating, making rebellion a tool for positive change.

Francis Kelly, former CEO of Arnold Worldwide, shares insights on harnessing rebellion for positive change in children and adults. He discusses the success of the "Truth" campaign, which cleverly used teenage defiance to lower smoking rates. Christopher Bryan, an academic at UT Austin, dives into his research on motivating healthier eating among adolescents by leveraging their rebellious nature. Together, they explore how understanding resistance can transform decision-making for better choices.