Heart and Stroke Foundation of Nova Scotia launches first-of-its-kind walking campaign



    HALIFAX, Oct. 22 /CNW/ - Today, the Heart and Stroke Foundation of Nova
Scotia launched a first-of-its-kind social marketing campaign on walking, with
a twist: the whimsical campaign focuses on (re)discovering the joyful side of
walking beyond the typically promoted physical benefits.
    "When you first learned to walk, you were all smiles" said Jane
Farquharson, CEO of the Heart and Stroke Foundation of Nova Scotia. "Walking
can still give you that sense of freedom. It's not just about your physical
health. Walking can connect you with your friends, family, yourself or the
environment. It can help you clear your head, solve problems, and escape your
everyday worries."
    The CEO of the Heart and Stroke Foundation of Nova Scotia, the Premier of
Nova Scotia and many others, including the Minister of Health and the Minister
of Health Promotion and Protection, joined in the festivities in Halifax.
    "We're very pleased to be partnering with the Heart and Stroke Foundation
of Nova Scotia on this important and unique initiative," said Premier Rodney
MacDonald. "Although the physical benefits are important, there are many other
benefits to walking that will help Nova Scotians lead healthy lives. These
include social, environmental and economical benefits that we often don't
think about." Nova Scotia Department of Health Promotion and Protection and
Nova Scotia Department of Health are both key supporters of the initiative.
    The campaign includes the development of a television spot, print and
internet ads, and enhancements to the website (www.walkboutns.ca). Radio and
transit ads, along with the use of social networking tools, are also planned.
"The idea behind the campaign is that walking takes you places," said
Farquharson. "The TV spot is about capturing the experience of walking, so
just like you meander on a walk, the spot is a whimsical journey about the
thoughts and experiences you have along the way. The website also allows users
to create an animated personal version of the spot, in their own words, which
they can send on to friends."
    This event helps mark the first anniversary of Heart&Stroke
Walkabout(TM), which was launched last October to help create a culture of
walking in Nova Scotia. Earlier in the month, the Foundation announced a
walking contest for youth that will run until November 14th. Partnering with
Community Access Program sites and libraries to offer a pedometer lending
program, supporting walking in workplaces and schools, and helping communities
become more walkable are also upcoming key components of the five-year
initiative.
    "We want to build a walking culture in Nova Scotia for all ages; one
where walking is the easy, common choice," said Farquharson. "The social
marketing campaign and the youth contest are two of the latest components to
ensure a comprehensive approach to increasing walking in the province."
    Heart&Stroke Walkabout(TM) is led by the Heart and Stroke Foundation of
Nova Scotia in partnership with the Nova Scotia Department of Health Promotion
and Protection and the Ecology Action Centre. Walkabout is supported by
Pfizer, the presenting sponsor, Nova Scotia Department of Health, and
Pharmasave. For more information visit www.walkaboutns.ca .

    About Heart&Stroke Walkabout(TM)

    The Heart&Stroke Walkabout(TM) initiative launched in October 2007 and is
led by the Heart and Stroke Foundation of Nova Scotia in partnership with the
Nova Scotia Department of Health Promotion and Protection and the Ecology
Action Centre. Walkabout is supported by Pfizer, the presenting sponsor, Nova
Scotia Department of Health and Pharmasave. This five-year initiative is
intended to address the high prevalence of inactivity in the province of Nova
Scotia by "creating a culture of walking in Nova Scotia" and "putting feet
back on the streets and walking back in the hearts and minds of Nova
Scotians". By focusing on physical inactivity, an independent risk factor for
cardiovascular disease and a major risk factor for cerebrovascular disease,
Heart&Stroke Walkabout(TM) also supports reducing the burden of heart disease
and stroke in Nova Scotia. For more information visit www.walkaboutns.ca .




For further information:

For further information: Jolene Titus, Communications Manager, Heart and
Stroke Foundation of Nova Scotia, (902) 423-7682 ext. 315, (cell) (902)
488-4009, jtitus@heartandstroke.ns.ca

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Heart and Stroke Foundation of Nova Scotia

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