The HEBS Walking Campaign

The Health Education Board for Scotland (HEBS) Walking Campaign was a mass-media campaign launched nation-wide in Scotland to promote walking among adults aged 30-55 years who did not exercise on a regular basis. The main component of the campaign was a 40 second television commercial with Gavin Hastings, a famous rugby player, positively comparing walking to other forms of exercise. The campaign used the slogan, "Walking. Take exercise in your stride." The campaign also launched a helpline, known as the Fitline, to distribute free information packs including with a booklet about the benefits of walking and contact information for local walking groups. Local radio stations were also encouraged to run their own programs on walking.

The goal of this mass media campaign was to promote walking as a form of exercise.

The campaign was evaluated using a pre- and post-implementation comparison. After the advertising bursts, awareness of the television campaign reached 70% of adults. Among adults aware of the campaign there was a positive impact on knowledge about walking as a form of exercise, but no impact no walking behavior. During the campaign, use of the Fitline averaged 670 calls per week. At a 12-month follow-up, 48% of adults who called the Fitline reported increased physical activity.