Walk about to health—a pilot promotion

To encourage ‘more people, to be more active, more of the time’ a summer promotion of a Walk About To Health pack was organised by Look After Your Heart-Avon in 1992. A total of 1211 packs were distributed and the evaluation (based on respondent's self-reports) indicated that the pack encouraged about half of the respondents to walk more. Sixty-nine percent of people either passed the pack on to friends or promoted it at work (eg. via a display). However the type of people who sent in for the pack tended to already be ‘walkers’ and the costs of the promotion were high. The challenge still remains as to how to encourage in the most cost-effective way the inactive population who would benefit the most from being more active.