Would it be helpful if I gave you an example?
One of the more successful campaigns we've run has been around the reduction of salt in food. That has been done completely in partnership with industry. It starts by recognizing that industry has to sell products; it has to be profitable. It's no good just telling industry to reduce the amount of salt if they then find there isn't a market for it because consumers don't want to eat it. So at the same time, it's working with industry to reformulate. We've worked very hard with consumers to help them understand that they need to eat less salt and how to work out which foods have less salt. You create a kind of market circle, where we are both incentivizing consumers and incentivizing the industry. The end result for the industry is a win. It is no good trying to push them somewhere that is just going to cost them money and not get them sales.