The key answer of exercise 2

b)

The ideas covered are

• branding / get a sponsor, e.g. a shoe company
• health benefits of walking
• health problems, e.g. sitting down too long
• close public transport for one day
• video of people's feet
• walking and talking (possibly viral video)
• charity campaign
• use a celebrity

c)

They reject

• branding / get a sponsor → want a wider campaign; don't want the campaign linked to a particular company
• health benefits of walking → a bit obvious it's been done before, it's boring and expensive
• health problems → people have been told about the dangers for years, not effective
• close public transport for one day → unrealistic, transport companies wouldn't agree, they'd lose too much money

They chose a combination of

• video of people's feet and use a celebrity
• The charity campaign is not discussed any further.