Consists of report analysing all media coverage given to specific health and health care topics and campaigns championed by Sir Liam as Chief Medical Officer from May to October 2007.

Includes a commentary by way of executive summary, tables and graphs on the overall and issue specific coverage, a break-down of media formats by coverage, top sources, spokespeople and authors, potential demographics reached by social class, age and sex, and the positive and negative media interpretation given in the coverage.