It could be claimed that the priority of any Government should be to look after the interests of the public it serves. Much of this role includes attempting to actively develop and implement policies and programmes that best contribute to or enhance general standards of living. Addressing health and wellbeing, it follows, is a reasonable vision for any Government to aim towards. Within the context of sport and physical activity for children, the messages tend to be about the positive effects of increased exercise and are generally motivated by concerns about patterns of physical health and the prevention of disease in later life. While these are also considered important by parents and teachers, they may not necessarily be their prime concerns. Consequently, there is a much more complicated process where adults construct visions of what childhood health and physical activity "should look like." Debates about the effectiveness of putting such "visions" into practice invariably focus upon subjective and objective interpretations of wellbeing or the mechanisms for measuring impact of the intervention. In addition, academics from the social sciences contribute further to the debate by offering more critical explanations, often through theories that attempt to reveal the complexity of these forms of knowledge and the arbitrariness and unpredictability of measuring the impact of such ethereal constructs.