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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 …

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