Canal & River Trust

Campaign to clean up our much-loved waterways

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Helping in the big clean up

An estimated 14 million pieces of plastic rubbish end up in and around our waterways each year. The Canal & River Trust’s ‘Plastics Challenge’ aims to change this by encouraging the public to help with the clean up. As part of our ongoing work for the Trust, we were commissioned to raise awareness and encourage volunteers to sign up for the campaign.

CRT Plastics Challenge 1

What we delivered

– Campaign
– Social assets
– Animated web assets
– Illustration and animation
– Campaign film
– E-newsletter
– Interactive guide

Pledging support

Using the new illustration approach we created as part of our brand refresh, the campaign encourages canal and tow path users to ‘pick up one piece of litter every time you visit’. In addition to raising the issue of plastic rubbish, the campaign aims to drive potential volunteers to pledge their support on the Canal & River Trust website.

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Encouraging uptake

We created a downloadable interactive guide to help visitors find a safe location, think about what they might need to complete the challenge and share their stories and photos to encourage others to take part. Our film ‘Get active to fight plastic’ is aimed at those who exercise on the canal and tow path to pick up litter as part of their routine.

CRT Plastics Challenge 4

Protecting much-loved spaces

The campaign builds on increased public awareness of the problem of plastic waste, by showing its impact on our much-loved canals – which now more than ever, provide a space for all of us to get outside, stay healthy and feel happy.

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CRT Plastics Challenge 8

Just the start

The campaign is already making an impact. To date, there have been 1,904 pledges to ‘pick up a piece of litter’, over 60,000 engagements, 2,000 shares and 24,000 likes through organic social channels. The film has been viewed over 22,000 times and the guide has had over 5,000 downloads – Canal & River Trust’s most successful guide.

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