The Behavior Change Consortium studies: missed opportunities--individual focus with an inadequate engagement with personhood and socio-economic realities.

Volume 17, issue 5 of Health Education Research was devoted to the work of the Behavior Change Consortium (BCC) in the United States. Because the BCC approach constitutes one perspective on improving the health of the public, we asked for a Commentary on the BCC approach by Dr Jim Connelly of Leeds University, UK. Below is his perspective on the BCC approach, as well as two responses from BCC members to his critique. We invite commentary, as Letters to the Editor, on this important discussion.