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This paper reflects on the HCI community's current and potential contributions to the problem of promoting physical activity. It does so by first presenting a conceptual overview of existing research, and then draws from the findings of a study of attitudes towards health and health-related behaviour to frame a critical review of the current state of the art. In doing so, we identify an area of outstanding need and opportunity for future research: conveying the value of physical activity to those unconvinced of its importance.