Simply telling the public to stop smoking, eat more fruit, or exercise more is not historically a very successful strategy. Perhaps one of the most recognisable campaigns of the last 20-years is the five-a-day message that has encouraged the UK population to eat fruit and vegetables. In spite of millions being spent on marketing this message (estimated to be £4-million for the last five years), recent figures suggest the number of adults in the UK actually meeting the five-a-day target is only 22% (approx 9.2 million people), and in those with low socio-economic status only 17% (1). More worryingly still … Continue reading







