Agency: The Bridge | Authors: Brian Cook |
'Gavin Hastings really does walk on water': How HEBS use advertising to increase physical activity in Scotland
WHY PHYSICAL EXERCISE?
In 1995, the Health Education Board for Scotland (HEBS) identified the need to increase adult participation in physical exercise as one of its key priorities.
Recent research had identified that regular moderate activity (not just vigorous exercise) could offer enormous health benefits. Around one third of all coronary heart disease (CHD) and one quarter of all strokes could be avoided if regular exercise was undertaken. And physical activity can reduce mortality after...