Table 5 Qualitative feedback regarding the campaign

Family lifestyle

“I think we’re not too bad really… I can’t think of anything [that I would like to change]” (lower SES, ID 3067)

“It’s been fairly easy for us to lead a lifestyle that’s relatively healthy [according] to what they [C4L materials] say and what I see other people do” (lower SES father, ID 3047)

“We eat quite healthily.. quite happy with the amount of activity we do” (lower SES, ID 4012)

“I’ve always tried [to help] them to get their exercise and their five a day” (lower SES, ID 1287)

“I’m quite happy with what they [children] are doing, I don’t think we could fit much more in” (higher SES, ID 3054)

Modelling

“I don’t do enough exercise but the children do… I’m a bit lazy” (lower SES, ID 1287)

“I’m probably the worst… my bad [snacking] habits bring the others down” (lower SES father, ID 3047)

“I could do with eating some more fruit… I should really eat a couple of pieces a day… what I should do is instead of having a biscuit when she’s having some fruit I should have some fruit as well. I know I should really change it [but] you get into a habit and it’s hard to break out of that habit” (lower SES, ID 1199)

Monitoring

“I looked at [the C4L materials] and I thought ‘yeah that’s really good’ but then I just don’t have the time or the inclination to start [filling in the food charts]… part of me [didn’t] want to see what the results would be… I know what we are eating and don’t need to log it ” (lower SES, 3113)

“We do make sure that at the weekends we’re out and about and we’re always thinking about how much exercise he’s had” (higher SES, ID 1054)

Dietary intake

“I use the ‘traffic light system’ [on food labels] to pick out healthy cereals … I just did it [made the changes] and no-one noticed … it wasn’t very difficult” (lower SES, ID 190)

“The cost comes into it … if you make a batch of soup it’s a lot cheaper than buying tinned stuff and tastes better … and the salt content in a lot of soups is high” (lower SES, ID 190)

“I should try a bit harder to do some healthy snacks … but it’s quite often more expensive having the healthier snacks” (lower SES, ID 140)

“Coco Pops and Frosties do have a lot of sugar in them” (lower SES, ID 4012)

“I did read somewhere that sugary cereals aren’t good … but they [children] tend to eat Coco Pops, Cheerios … there must be something good in them … and they’re drinking milk as well” (lower SES father, ID 3047)

Change for Life

“Positive reinforcement and reminds you that you are doing the right thing” (lower SES, ID 140)

“Some of it I did look at and some of it I didn’t … I didn’t pay too much attention to it because hopefully I’m doing the right thing anyway ” (lower SES, ID 1287)

"These things [8 C4L behaviours] are unrealistic for mums that work full time!" (lower SES, ID 3138)

“This is a little patronising. It is easy to be in control of what my child eats as I buy and cook the food. I don't need to actively encourage him to be active - he just is! Plus I am the adult and can limit how much computer/TV he watches. All things in moderation - I don't want him obsessed with weight or the way he looks. You live what you learn." (higher SES, ID 1596)

"It [C4L materials] was stuff I already know, so I must admit I binned it, I felt a little bit patronised and thought 'I know this, I don't need to be told' but I realise that lots of other people do" (higher SES, ID 1054)

“We had a big pack with stickers in which xxx found absolutely fascinating… [I] had a quick read when they [materials] arrived but they got put in the bin after a while” (higher SES, ID 3054)

“Stickers, the calendar, there was snap cards… we loved those” (higher SES, ID 2421)

“When I first looked at it I thought ‘oh God, how am I supposed to read all this’ but it was all sort of ‘bite size’” (higher SES, ID 2421)

“I got it and quickly flicked through it and then I put it aside and didn’t go back to it. Obviously it is there in case I need to look back” (lower SES, ID 190)

“Thought it was very good and I think it’s very colourful and bright as well and I think that engages them” (lower SES, ID 3067)