Informed people do not necessarily act in their own interests, sometimes because their knowledge does not motivate or signal potential change strategies. Nonetheless, information is prerequisite to belief, motivational and behavioural change. We are bombarded with information and advice but often it is not the information we need to make good choices and manage self-improving change. For example, while many foods are extensively labelled, currently-provided information does not appear to help people regulate their food intake. Why not? The MCBC is investigating how to create and deliver useful information, whether in food labelling or health promotion leaflets and websites. We are researching the importance of incorporating critical knowledge into concrete illustrations, and the role of personal relevance and stories that illuminate the practical implications of the information provided.