The culture is about moving to a place where tobacco and smoking isn't part of normal life: people don't encounter it normally, they don't see it in their big supermarkets, they don't see people smoking in public places, they don't see tobacco vending machines.
We have to treat smoking as a major public health issue. We have to reduce the extent to which young people start smoking, and one of the issues is the extent to which display of cigarettes and brands does draw young people into smoking in the first place.
We must not constantly talk about tackling obesity and warning people about the negative consequences of obesity. Instead we must be positive - positive about the fun and benefits to be had from healthy living, trying to get rid of people's excuses for being obese by tackling the issue in a positive way.
Peer pressure and social norms are powerful influences on behaviour, and they are classic excuses.
We will empower patients as well as health professionals. We will disempower the hierarchy and bureaucracy.