Department for Infrastructure - Great Things Happen When You Walk
The Brief
Ardmore was briefed by The Department of Infrastructure to develop an integrated communications campaign to encourage people to walk more instead of taking the car, to reduce traffic, improve the environment and encourage more active and sustainable travel.
The Change Required
The car is the default.
In fact, according to the Travel Survey for Northern Ireland, 82% of all miles travelled are by car, while only 3% are by foot.
Research indicated that as well as walking being seen as retrograde, compared to driving, it was also seen as:
- - Slow – “you always feel as if you are rushed”
- - Weather dependent – “it just makes it miserable if you go out and then get caught in the rain”
- - Insecure – “a night when it’s dark is not a good time to go walking…which cuts out most of the winter”
In short… Walking. Takes. Effort.
Creative Solution
The creative approach was to position walking competitively against driving for everyday needs, e.g. the commute to work, going to the shops and the school drop off.
So how do you make walking for mundane tasks more attractive than the quicker, more convenient car?
By helping people see that the extra little bit of time and effort is worth it because GREAT THINGS HAPPEN WHEN YOU WALK.
The film starts with our hero’s choice of whether to drive or leave the car and walk. The juxtaposition of everyday pleasures and human connection with significant moments creates a sense of purpose and emotion. Great moments that happen when we walk.
Results
The first tracking research findings revealed that the campaign had a powerful influencing effect on both those that saw it for the first time, and those who had been previously exposed to and were aware of the campaign.
- 57% campaign awareness
- 72% were influenced by the campaign to ‘leave the car behind and walk more, especially for short journeys’ - rising to 78% amongst those who were aware of and had been previously exposed to the campaign
- 73% agreed that ‘walking is worth the extra effort’ - rising to 79% amongst those who were aware of and had been previously exposed to the campaign
- 72% agreed that ‘Great things happen when you walk’ - rising to 79% amongst those who were aware of and had been previously exposed to the campaign
- 75% have acted or intend to take action as a result of the campaign – rising to 81% amongst those who were aware of and had been previously exposed to the campaign.
- Examples of these actions include ‘Go for walks more regularly’ (53%); and ‘Think twice about taking the car’ (25%)
Ardmore is one of the UK’s leading independent creative agencies, known for delivering impactful campaigns that enhance reputations, improve bottom lines, and spark positive change. Our fully integrated team spans Strategic Planning, Account Management, Creative, Media, Design, Digital, Finance, and Administration. Together, we create some of the most recognisable and effective creative output in Northern Ireland – and beyond.
At Ardmore, we value bravery, transparency, and character. Our unique blend of local, national, and international insights enables us to deliver outstanding creative appeal. This allows us to determine beyond doubt what marketing content will deliver spectacular results for our clients. We’re trusted to find a ‘yes’ to ideas that engage customers and invite connection, building lasting relationships with your brand.
We provide through-the-line campaign solutions delivered with a strategic approach, ensuring every campaign reaches the right audience, at the right time, in the right place. Whether it’s TV, radio, outdoor, or digital, we excel at crafting work that achieves meaningful results for our clients, and we remain relentless in our pursuit of greatness. Together, we create communications that stay relevant to consumers by building legacy.
Our global partnership with Worldwide Partners Inc (WPI), a network of independent agencies in 40+ countries, ensures our clients have access to localised insight and world-class talent, driving growth no matter the market. As a shareholder in WPI, we’re proud to offer this global expertise with a local touch.
We are also committed to sustainability through our Ardmore Climate Target Collective (ACT Collective), working to reduce our carbon emissions and achieve net-zero status. We believe in using creativity not just to change minds, but to improve how people live.
