I think they are becoming more and more aware of the problems of overweight and childhood obesity. There are no doubts about that. Broadly speaking, society is now concerned about obesity and will support measures to start to address it.
In the five years from 2001 to 2005, we have moved the school population from two million to five million, so three million young people are now doing two hours of physical activity or sport who weren't doing that in 2001-02. That is a massive shift in young people's physical activity. We want to build on that.
I think that's having an effect on their parents as well. It was very interesting a few weeks ago when I had Weight Watchers and Slimming World address these issues of obesity and overweight. Over the last two or three years they have gone from just programs on calories in to including calories out as well. Now 50% of the programs at Weight Watchers and Slimming World are about diet, but 50% are about physical activity. What is also very interesting is that they are both now involving the family unit in a way that never was the case a few years ago.
I think there is now a shift in culture, driven partly by the media and partly by what we're doing in schools, but there's a realization of the family unit in addressing these issues in a more collective way.