Health Education Board for Scotland (HEBS): Gavin Hastings really does walk on water
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%.