Targeting local and regional press and broadcasters, GS plans to position November as a 'walking month', said account manager Gemma Irvine. 'We will be giving out pedometers in shopping centres to show people the extent to which they can build walking into everyday activities.'
It will target people who shy away from sport and those who claim to not have time to participate. Families, the over-50s and children will also be targeted.
Sport England said that it wants all able members of the population to do 30 minutes' exercise five times a week.
The account will be led by GS managing director Martin Long. GS won the brief after a three-way pitch.