Let's say you're a young person, around 30 years old. And you're the kind of person who likes to take risks. So maybe you're taking risks in your sexual relationships. You're not practicing safe sex.
What would make you change your behavior?
That's a question that's long been pondered by public health officials. And now new research from a World Bank-funded team in Lesotho, a tiny country in southern Africa, has produced a surprising answer.