Client: Canal & River Trust – the charity looking after 2000 miles of historic waterways across England and Wales.
Brief: Although currently largely funded by the government, Canal & River Trust will soon be looking for public donations to help them survive. As such, we needed to help people see the physical and mental health benefits of their local canal or river. Not just something that sits there, but something to be used, loved and protected – by all of us, for all of us.
Campaign: Wellbeing for Everyone – a series of targeted online ads providing simple, timely nudges towards our viewers’ local waterways. Positioning the trust’s beautiful-yet-often-overlooked network of canals and rivers as free and accessible places to improve everyone’s wellbeing.
Credits: Agency – The Gate London. Art Director: Martyn Goh. CD: Beri Cheetham.
Claire Sutherland 