The idea of a well-defined abdomen allowed us to emphasise of the main benefit: muscles, along with the location map. Playing along with the vertical and transverse picture lines, we could recreate a map showing the streets surrounding the gym, this being located just in the very centre: in the belly button.

While there are no elements that let us establish a direct relation between the leaflet reception and a visit to the gym, it is not possible to measure the response to the action.