Professor Ron Borland (PhD) joined the Melbourne School of Psychological Sciences in July 2019. Prior to that he was the Nigel Gray Distinguished Fellow in Cancer Prevention, at The Cancer Council Victoria, Australia where he worked for 33 years. He has published more than 400 peer-reviewed papers. He is listed in the Web of Science list of the World’s most influential scientists. He is one of the Principal Investigators of the International Tobacco Control Policy Evaluation Project: an international collaboration that is analysing the impact of policies on smoking. He has a special interest in harm minimisation strategies and strategies to assist highly disadvantaged, high risk prevalence groups. He takes a systems approach to theorising that integrates individual level and population level change. He is the author of CEOS theory: a comprehensive theory of Hard to Maintain Behaviour Change.