a microsimulation model has been developed jointly by the oecd and the who to estimate the longterm populationlevel effects and costs of preventive interventions to tackle chronic diseases modelling across several countries found that health information and communication strategies that improve population awareness about the benefits of healthy eating and physical activity are costeffective and able to generate substantial health gains fiscal measures that increase the price of unhealthy food content or reduce the cost of healthy foods rich in fibre also emerged as costeffective