Ms Janis Morrissey:

The Deputy asked what one thing to encourage people would be. A major view of the alliance is that it is not about encouraging and imploring people to change.

We know the evidence does not support that. Instead, it is about changing the political culture around what actually causes this ill-health in the first place, and taking the pressure off individuals. As I said in my opening statement, how can we expect somebody to eat a healthy diet because they hear a radio ad or see a poster, when there is a huge power imbalance between the agency of an individual against the might of industry? It is about reverting the balance in looking at what is actually driving ill health and what are those social, economic and commercial drivers that are causing ill health, and about having that cohesive view and concerted effort across government all pulling in the one direction.