Dr Claire Weeks has dedicated her career to improving the welfare of farm animals via research and knowledge exchange. An award-winning journalist, Claire has had numerous articles published in popular Agricultural journals aiming to bring science into practice. Increasingly, she has realised that knowledge alone does not bring about behaviour change and now uses social science techniques, including MI, to facilitate uptake of best practices on farms. Successful examples include Featherwel: the EU Hennovation project, which established 19 multi-actor innovation networks in 5 countries, and recent work with the Laying Hen Welfare Forum, where an MI-based approach led to an average of 3 (up to 9) actions implemented in bespoke Feather Cover Action Plans.