Switzerland is a multicultural country with federalist structures, and a strong tradition of initiatives from individuals and groups such as professional associations. Within this context, a number of approaches for health counselling in primary care have been developed. Three of them have grown into programmes and are now in different phases of implementation: “Vivre sans Tabac” (“Living without Tobacco”), PAPRICA (Physical Activity promotion in PRImary CAre) and “Health Coaching” a programme addressing health behaviours in the order and priority chosen by the patient. They are using the same communication tools established with physicians, namely the principles of motivational interviewing.