Obviously, as a government, through our normal advertising programs, we are trying to bring that to the attention of the British public, but I do believe now even the more popular press are taking up the message and indeed are very helpful in getting the message across that a healthy lifestyle is a much more desirable lifestyle than one that's associated with obesity and overweight. There is a general campaign, but also that general campaign now is being picked up by the popular press, and many programs, activities, are actually run by the media to show the problems of obesity and overweight.
So I think there is a cultural shift. People are now recognizing that life itself is at stake if we continue on the path we've had in the recent past. When I look at young people here in the U.K., 30 years ago a child got 70% more physical activity than a child today. Therefore, to turn that around is a major cultural shift by the whole of the nation and not just one part of it.