Inspiring a region to find its stride

To encourage more people across Greater Manchester to walk, we needed to make it feel enjoyable, achievable and relevant to everyday life. Something people could see themselves doing, for reasons that mattered to them.

Our starting point was the people already finding their own way. Their experiences became Walking Stories: honest accounts of what walking meant to them, from managing their mental health to making the school run work for their family.

Alongside these stories, our campaign captured the feeling of exploring your world at street level. Small encounters easily missed when travelling another way. We used a lyrical, conversational rhythm to evoke the freedom walking offers: space to think, let your mind wander and feel part of the life around you.

A distinctive visual identity brought illustrated portraits, personal stories and evocative writing together. A good stroll’s good for your northern soul added warmth and local character. Posters featuring individual walkers appeared in their own neighbourhoods, rooting the campaign in the communities it represented.

The first phase alone generated more than 17 million advertising impressions, over 5,000 paid social engagements and more than 60,000 website visits. Tracking research found more positive attitudes towards walking, with more respondents reporting that they now walked regularly.

Walking has the power to change how we feel about our day, our surroundings and ourselves. We put that possibility at the heart of the campaign, bringing the people, places and pride of Greater Manchester together in a voice the region could call its own. Wherever you’re heading, whoever you are, there’s something in it just for you.