Perhaps I could try to address that.
ParticipAction is internationally recognized as one of the most successful campaigns ever in the world. One of the reasons for that is even though they haven't run a campaign in the media, through television buys, for example, since the mid-1990s, the recognition of the ParticipAction name exceeds about 80% still. It's in the 85% range. That alone is unheard of, except in tobacco campaigns around the world. Other countries are frankly very jealous and would love to get that kind of recognition, but we haven't really had a strong campaign in a long time.
Social marketing campaigns require a long time to go through building awareness--and I think there is awareness of the obesity issue--but awareness of things that can be changed, both at the societal level and what individual parents and children can do. We need that as a backdrop to our activities.
The VERB campaign in the U.S. was successful in raising awareness. It had just started, in fact, to produce some behavioural outcomes related to that. It was a ParticipAction-like campaign, coupled with community support, and that's the key ingredient. You can't have just one thing work. You have to couple it with community support.