Becky Hobden

Senior Copywriter


Canal & River Trust

Parents worry about how much time their kids spend indoors, glued to screens and watching meaningless rubbish on YouTube.

Our job was to create a fun, kid-friendly guide to help get them outside and enjoying family time together, to be given away free as a recruitment lead.

This campaign was hugely successful for Canal & River Trust and ran for months longer than anticipated.

You’ll notice the duck on the cover is eating some salad.

After extensive research (trying to get ducks to eat salad for a photoshoot), I’ve learnt this is not quite true to life.

Still, bread is bad for you ducks. Sorry ducks.

A couple of my favourite pages from the book...

Our OOH ad used the same charming and eye-catching illustration as the guide – and was targeted at parents and caregivers who just wanted to get their square-eyed kids outside.

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