There is a strong tradition of hard-hitting public health campaigns in the UK, from road safety to anti-smoking. But evidence suggests that consumers today are suffering from what has been called 'compassion fatigue' or 'communication fatigue'. According to the American Advertising Agencies Association, citizens are exposed to 3,000 commercial messages each day - and have some sort of reaction to just 12. Shocking imagery just doesn't shock in the same way any more. Putting the message across in a media-saturated world in becoming harder.

For the British Heart Foundation (BHF), which wants to warn those groups most at risk from coronary heart disease that they must exercise regularly by joining walking groups, this media resistance is a key issue. Just 30 minutes of moderate physical activity such as regular walking on five or more days a week will significantly reduce the risks of a heart attack, according to the BHF. But how can the design of communication materials motivate and facilitate regular walking?

Is it possible that by designing and distributing new posters and maps, patterns of behaviour can be influenced - especially among older people, low income families and South Asian communities who are especially prone to coronary heart disease?