Walking as a basic transportation method is now beginning,to be abandoned. The ease of transportation access such as private or public vehicles has accumulated through decades and thusbecome a habit. Influenced bytheexternal and internal factors, people are reluctant to walk even for short distances. The status quo is then raised to create League brand campaign planand to design brand campaign materials.This brand campaign planning objective isto promote League as daily wearable shoes throughwalking habitsas a partof a healthy lifestylewhile increasing customer’sbrand preference towards the League. The theoryused in this brand campaign planis focused on communication theories whichaim to create behavioral changes. Execution steps used in the brand campaign planare based on the communication planning model. The implications of this brand campaign planare expected to find new solutions from different perspectivesin order to position League as daily wearable shoes through walking while developing aLeagueas a brand.
Keywords:Walking, Healthy Lifestyle, Brand Campaign,BehaviouralChange, Communication Planning Model