“Between Phases One and Two there was a lot of learning around sustaining the behaviour change. We took photographs at the events in stage one and parents were asking the centres if they could have copies of those photographs. We were doing it for PR purposes, but they had high value for the families, so we embedded that into the delivery of Phase Two where we actually sent a photographer in to do mini professional photography for individual children, which enabled us to gather the families‟ details to sustain the relationship for a longer period of time. So we were able to get the messages out to them not just through events but through the direct mail programme as well.” (Carol Johnson-Eyre, Social Marketing Project Manager)