Better by water
Red Stone partnered with Canal & River Trust as it marked its 10th anniversary with an ambitious summer campaign to encourage people, especially those aged 18–35, to harness the restorative power of waterways to improve their mental health.
At a time when pandemic after-effects were still weighing heavily on young adults, the campaign was both timely and vital.
Engagement
– Engaged and managed input from stakeholders throughout project
Strategy
– Campaign strategy and audience research
Creative
– Campaign messaging
– OOH campaign assets
– Paid and organic social campaign assets
– Short films
Testing
– Quantitative and qualitative testing
Delivery
– Multiple OOH sites across the UK
– ‘Spillboard’ at high‑traffic location
– Interactive Mood Monitor on the website
Better Future WILD Awards 2023
Gold: Marketing: Branded Experience
Better Future LONDON Awards 2022
Gold: Marketing: Branded Experience
Creative Communication Awards (C2A) 2022
Winner: Integrated campaigns/Advertising
Transform Awards Europe 2023
Bronze: Best brand experience
Better Future GOV Awards 2023
Gold: Marketing: Branded Experience
1,148%
1,148% of brand awareness target (OTS)
93%
93% of organic social target (engagements)
168%
168% of paid social target (link clinks)
133%
133% Mood monitor target (link click to website)
Strategic approach – making wellbeing effortless
In leisure time, people generally find ‘things to do’, rather than seeking out ‘wellbeing’. We centred our strategy on a behaviour-led proposition: ‘Find your…’ This flexible prompt invited people to discover their own waterways as places for relaxation, connection and creativity.
We began by testing messaging and creative concepts across audiences, refining our tone to feel welcoming, authentic, and optimistic. We translated this into an integrated campaign spanning social, outdoor, digital, film, motion and an interactive mood-monitor tool.
Maximum flexibility for messaging
We encouraged audiences to explore canals in their own emotional frame: ‘Find your calm’, ‘Find your vibe’, ‘Find your thrill’, ‘Find your way’ – with these four themes reflecting the strongest incentives for people. Its simplicity allowed us to connect with diverse individuals while maintaining a unified campaign identity.
© Images by Paul K Porter
Creating a positive feedback loop
The campaign rolled out in three phases:
Awareness – vibrant outdoor visuals and trailers introduced the message.
Action – Mood Monitor tool enabling individuals to engage in self-reflection and share their feelings.
Share and repeat – encouraging user-generated content to create a social ripple effect.
The share and repeat phase aimed to form a lasting habit of visiting waterways and sharing experiences – a tangible ‘feedback loop’ that boosted reach and resonance.
