On Oct. 24, the British Outdoor Industries Association (OIA) will launch the biggest campaign that it has ever run in its history. The initiative is called “Britain on Foot” (BoF) and will be supported by the British Mountaineering Council and various politicians. With this political support, OIA aims to encourage Brits to improve their fitness and health in the outdoors. In a first step the campaign will concentrate on walking and hiking but, later on, other activities such as climbing, cycling, camping and trail-running shall be promoted as well. The opening event will take place at Westminster and will only be open to an invited audience of industry executives, politicians and opinion leaders. It will be hosted by two members of the British parliament, John Mann and David Rutley; speeches will be given by Anne Milton and John Penrose, ministers for health and tourism, respectively.