Recent evaluations indicate that participants are more likely to follow national food-based dietary guidelines, pay attention to nutrition labels, increase their consumption of fruits and vegetables and improve their meal planning (USDA, 2009). Such campaigns are also known as "social marketing" as they use commercial marketing methods to achieve the social good. This aims to raise awareness, through use of the media, about the health risks associated with overweight and obesity and the importance of nutritious diets and of physical activity for good health. The programme consists of four phases: awareness-raising, assessment of the diets and physical activity levels of children, distribution of customized "family information packs" and distribution of additional information to lower-income families (Croker, Lucas and Wardle, 2012).