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THE CANAL PROJECT.

the canal project. is a campaign inviting young professionals living & working in Manchester to engage with and appreciate the canal routes throughout the city centre, as a tool to improve their wellbeing and daily lives. It also intends to encourage young adults to learn about and connect with their local communities, as a lot of young adults struggle with this when moving to a new city or workplace.

A lot of the copywriting plays on phrases often used in the workplace (i.e. ‘bench-mark’ + ‘get your ducks in a row’) to target that audience of young professionals. Then for larger billboards, phrases like ‘these are our waters’ were taken from poems written about England’s canals for the Canal & River Trust, to encourage people to view the canals of Manchester as something unique and special.









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