To make the Canal & River trust better known and better loved as the charity that provides spaces for millions of people to feel happier and healthier in.
Modern life is busy and stressful, so we all need a place to recharge.
To create emotional, memorable connections with the Canal & River Trust, we turned to the power of storytelling through a new and loveable character, Well-B.
We follow Well-B on a journey from the familiar grey bustle of modern city life to the bright, uplifting canalside. Throughout the journey Well-B’s ‘wellness monitor’ shows how much better we all feel by the water, literally putting the Canal & River Trust at the heart of both the character and the campaign.