The Trail Tales campaign
Zinc developed the Trail Tales printed educational materials, to get families with young children out walking.
The suite of Trail Tales storybooks are based on six cartoon characters and their friends and families, and highlight six walking themes. They’re targeted at three different age groups of pre-school and junior school children with the aim of encouraging regular independent walking close to home as part of everyday life.
Logging their walking
Also included are fun logbooks that act as an ongoing stimulus and base for recording walking activity.
The campaign proved a great success with previously inactive people motivated to participate in everyday independent walking, with associated mental and physical health benefits.
The target audience were also informed of the ease and benefits of walking, and of local walking opportunities.