Description

Brief

The objectives of the campaign were to ease congestion in London at peak times and encourage Londoners to complete short journeys by walking more often.

Developing a campaign that achieved this objective was easier said than done as car use in habitual and engrained habits like this are hard to break. At the same time, walking is something that people already think they do so it"s difficult to persuade them that they should do it more often.

Solution

By avoiding the obvious approach of highlighting the health benefits (that are already widely known) and, instead, reminding people of how enjoyable walking actually is, we were able to develop advertising that is far more persuasive.

Executionally, the innocence and charm of the campaign is engaging and interesting and makes the message accessible to all social groups.  The simple style of the idea mirrors the simple pleasure of walking and amplifies the message.  The almost childlike optimism of this route is disarming and counteracts the strong cynical response that could be received by TFL as author of the message.