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?