You may have worked hard during the warmer months to live healthier and actively and so it requires more effort and willpower to keep going, especially as the hot chocolate, steamy puddings and cosy evenings beckon.
Despite my inbuilt cynicism, I can see that these campaigns have had a material impact on causes. And when you consider that brands don't have to do this, and could just spend the money on traditional marketing, I am really inspired.
I can sympathise with him. I am currently training for the 2013 London Marathon, and have competed for over half a decade at competitive running, I realise how easy it is to become fixated by one event and let it define you.