How can we combat the rising child obesity rates?

Both America and the UK are seeing rising rates of childhood obesity, more so in the states but it appears to be a trend in the Western world. I think the most important way to combat childhood obesity is to educate parents. The responsibility for feeding a child is the parent or carer, and therefore there needs to be more education around about the dangers of childhood obesity and the long term effects of obese children. One way to do this would be a government funded scheme on the matter. I would suggest there is a need for educational advertising in the form of television and radio advertisements, as well as on the street presence for a period of time, asking parents to get involved with their kids in cooking lessons or quick activity based education to change their habits. It's too easy to pop ready meals in the oven, or have a drive thru McDonalds for dinner - but perhaps if parents were more aware of the dangers of obese kids, then they would be less likely to choose convenience over health.