Like all good ideas, Walk & Ride is simple. The health problems associated with a lack of exercise are well known. The World Health Organisation says that ‘inactivity is now identified as the fourth leading risk factor for global mortality’ and recommends ’30 minutes of moderate-intensity activity 5 times per week’. The aim of Walk & Ride is to encourage everyone to build walking into their everyday journeys – accumulating at least the recommended 30 minute. Not alone will this improve our health, it will also reduce car usage and lead to increased use of public transport. Every aspect of Walk & Ride delivers benefits.
The launch of Walk & Ride could not be more timely … a recent study by the World Health Organization has found that Europe is heading for an unprecedented explosion in rates of excess weight, with Ireland at the forefront of the trend.
– By 2030 it is estimated 89% of Irish men and 85% of Irish women will have weight problems and 57% of Irish women and 48% of Irish men will have reached an obese state.
– The forecast puts Irish men at the top of an overweight table of 53 countries, matched only by Uzbekistan.
– Amongst females, only in Bulgaria and Belgium will have overweight and obesity levels be higher than here.
Catalysto created the brand identity, a full suite of promotional materials including an outdoor campaign.