In 2006 the celebrity TV chef Jamie Oliver launched a campaign in the UK to raise awareness about the impact of poor-quality school meals on children’s health and the association with paediatric obesity. While improvements in the quality of school meals were welcomed by many families across the UK, some parties reacted negatively to this perceived infringement on their children’s rights, with a group of mothers reportedly setting up a temporary service to provide fast food for their children through the school gates (BBC News, 2006). What motivates groups of people to conform to health messages and advice, while others react and resist these efforts to improve public health?