Health Education Board for Scotland (HEBS): Gavin Hastings really does walk on water - IPA Effectiveness Awards Case Study 1998

Brief Description: Increasing adult involvement in exercise was a key priority for the HEBS in 1995. Featuring Gavin Hastings a Scottish sportsman, the campaign changed the perception of walking as exercise, (56% felt it was valuable against 20% feeling that way before the campaign) and changed behaviour, (50% respondents 10 weeks after said they were now more physically active). Consumers were also aware of the advertising and the proposition. Financial return on investment appeared to be in the region of over 500%. ;---(TAGS)--- Full Title: 'Gavin Hastings really does walk on water' - how HEBS used advertising to increase physical activity in Scotland ; Number: 1998/53 ; Brand Name: Health Education Board Scotland - Physical Activity ; Client: Health Education Board For Scotland ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: The Bridge ; Author: Brian Cook ;