This project forms a sub-component of an existing project - the LAP Phase 2 activation. In brief this project forms the evaluation component of that project and will evaluate the impact of the Phase 2 campaign on consumers, retailers and industry. The evaluation of the Phase 1 campaign provided a foundation for making minor changes to the campaign collateral as reflected in the Phase 2 campaign. In addition the Phase 1 evaluation highlighted improvements for subsequent evaluations. This evaluation will provide a foundation for evaluating those changes to both campaign collateral and the evaluation methodology to be incorporated in future campaigns.