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LEAD USER PROJECT HANDBOOK: A practical guide for lead user project teams

Initially the concept of “marketing to children” is defined; examples of marketing techniques are provided and an explanation given as to how marketing works and who is involved. Policy development is then described in a “step-by-step” process, starting with what is required for a situation analysis and moving to the pros and cons of adopting a comprehensive or stepwise policy approach; which children need protection; what communication channels and marketing techniques to target; and what foods should be included or excluded. Throughout this section there is emphasis on the need to be inclusive and a reminder that building consensus across.