Case Study: Cheshire East Council boosts walking and healthier lifestyles with C21 Creative Communications

Cheshire East Council boosts walking uptake with C21 Creative Communications, encouraging 95% to walk promoted routes

C21 Creative Communications partnered with Cheshire East Council to address a significant public health challenge. A survey revealed that a portion of the population in Crewe was among the least active in the country, with high rates of life-limiting disabilities and poor health statistics. The local health system was spending millions annually on the consequences of physical inactivity.

C21 created the "Footpaths to Fitness" campaign with a distinctive brand and family-focused theme to promote walking. The solution included an integrated mix of direct mail, advertising, and environmental waymarkers to highlight local routes. The campaign successfully encouraged 95% of targeted residents to walk the promoted routes, with 90% likely to explore other local walks and 68% motivated to exercise more for their health. This initiative formed part of a cost-effective public health program with a potential cost-benefit ratio of 1 to 7.

Cheshire East Council