© 2000 the British Journal of Sports Medicine
Editorial
Warm up
To be voted favourite advertisement by readers of the Scottish edition of the Sun is no mean feat (p79). Gavin Hastings, sporting hero, led the Health Education Board of Scotland's walking promotion that gained this honour. Winning the award was relatively unimportant, but what really mattered was that so many people noticed it. Rarely does sports medicine reach the national consciousness. Another innovative approach that triggered public awareness was the subway poster campaign (p144) which had two unusual and imaginative ideas that were positive, encouraging and had flair. This is a new approach for a message that could become tedious.
Traditional approaches have never the same appeal and we still struggle with the medical model of exercise promotion. Abby King, who has extensive experience in the field, addresses the issue of exercise counselling (p80). But most of the benefits are long term and trading long term gain against short term
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