Maslow’s hierarchy of needs. This theory lies on the premise that people can rarely achieve their full potential without having met their basic needs; if the target population lacks of basic needs, any intervention that does not address this particular issue will fail. Maslow’s hierarchy of needs is based on the physiological and psychological needs. Once these needs are covered, we will be able to engage someone to change habits in order to achieve our goals. It is highly important to recognize the target population and their basic needs. Their basic needs may differ from ours, but it is their perspective what matters. We could apply this theory by: 1. Customizing the problem and the proposed solutions/alternatives to the needs of the target population: a. For example, targeting a low-income community by advocating for the use of hybrid/electric cars is pointless. However, turning off lights when they are not needed can be successful and highly encouraged among the community since it takes care of the environment and it also has an impact on the domestic economy, helping meeting the most basic physiological needs like daily food. b. At the next level of the pyramid, we find belonging and esteem. If they are low in the target community, the use of their relations regarding to their community may not be effective and we would need to work on this need first. We can organize gatherings where everyone has the opportunity to meet other members of the community and share their