Case Study: Canal & River Trust improves young adults’ wellbeing with Red Stone

Canal & River Trust lifts brand awareness to 1,148% of target with Red Stone

The Canal & River Trust partnered with Red Stone on a campaign to improve mental wellbeing by encouraging people, especially young adults aged 18-35, to engage with the nation's waterways. The challenge was to effectively reach this audience at a time when pandemic after-effects were still heavily impacting their mental health.

Red Stone implemented an integrated campaign with the strategic proposition "Find your…" which offered maximum messaging flexibility across four emotional themes. The solution included OOH advertising, social assets, short films, and an interactive Mood Monitor tool, rolled out in three phases: awareness, action, and share/repeat. The campaign significantly exceeded all its targets, achieving 1,148% of its brand awareness goal, 168% of its paid social target, and 133% of its Mood Monitor goal.

Canal & River Trust