How will you make the product available? In other words, how and where can people perform the behavior? The concept of aperture is relevant here; just like a camera’s lens opens and shuts very quickly to let in the light when you take a picture, you have only a small window of opportunity to get your message through to the target audience at a time and place they can act on it. Your potential participants will not go out of their way to look for your messages – you need to go to them and provide the opportunity to easily learn about the product and perform the behavior.