The project revealed that communication design can play an essential role in motivating and facilitating walking - and that it is possible to cut through 'communication fatigue' with posters placed strategically in the environment as a prompt to walk. In user tests, posters placed at bus stops and by lifts proved most effective. The BHF rolled out the poster campaign nationally and produced a postcard series of the work.

The study also showed that 'no-map' maps are helpful to get people to walk independently once they have joined a walking group. In Keighley, walkers in the Walking Women group were given written instructions - hardly ideal for people whose first language is not English. Photographic and time zone maps were regarded as more useful for independent walkers.

Generally there was a need to respond to the specific requirements and conditions of local walking groups with design templates and poster shells that local walk leaders could adapt and modify. How can a national communication campaign have impact and be effective while remaining sensitive to local needs?