Abstract
The Health Education Authority has tried to improve public knowledge, attitudes and behaviour towards healthy eating by developing alliances with the commercial sector and local health educators. An annual campaign model has been developed with specific aims, objectives, messages and target audience. Evaluations of each campaign has allowed subsequent improvements. Future campaigns should have a stronger emphasis on media involvement, and be more focused on an intervention/control type approach, thus attempting to evaluate the true effect of a particular intervention on behaviour.
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