BITE Insight

If you’ve ever walked along a busy road in a UK city, you’ll be aware that the country has a serious pollution problem. Indeed, London reached its legal air pollution limit for the whole of 2018 by the end of January.

But alongside these hideous levels of pollution is the reality that many cities across England and Wales are home to an intricate map of canals and walkways that perhaps some people need reminding about. The Gate London worked with Canal & River Trust to highlight these canals as a free and accessible source of wellbeing.

In research released by the Trust, they discovered that living next to water can increase your happiness and life satisfaction. This campaign is all about highlighting and championing this, both on and offline.

Through simple messaging and hyperlocal targeting, the campaign taps into three moments during which people could enjoy time by the canal: work, leisure and self-improvement. From swapping your deskside sandwich to a canal side bench, and switching up your journey to include a stroll along a waterway, this campaign is a strong advocate for the power of the outdoors.

By using a selection of contextual, time and keyword targeting, this campaign maximised its message of Wellbeing for Everyone, not just an exclusive, Goop-ified few.