Dr. Aileen McGloin:

Absolutely. We are not just talking about children here; we are talking about the whole family.

To come back to the Start programme, as we said, a partnership approach is taken between North and South. We work with the HSE and Healthy Ireland. safefood has expertise in rolling out large-scale media campaigns. There are television ads, radio ads and outdoor advertising to help raise awareness of the issue in the first place. We also do a huge mount of activity in the digital medium, because that way we have a deeper means to support people. For example, we can use behaviour change techniques, such as providing reward charts parents can use with their children, or food or physical activity diaries. We can host discussion groups where they can meet other parents and talk about the things that other parents do. Role modelling is huge, so we try to demonstrate how other parents take on healthy measures with their children. I think a parent-to-parent approach is really important, and we can use digital communications to show that. The HSE obviously has a very different structure to us, and it has all the front-line staff. Start is being rolled out throughout the HSE via its Making Every Contact Count mechanism. The key people who will be the touch points for children, for example public health nurses meeting parents to provide vaccinations and all the early years contacts, are also being trained on the Start messages. It is coming through different lines of communication.