A government set brief to promote a healthy lifestyle, tackling the obesity crisis.
Through research I discovered that the minimum exercise an adult should do is 20 minutes each day, which is around 6 songs. As music is universally enjoyed, I felt this was the most attractive and persuasive approach to exercise. As well as being beneficial to mental health through increasing happiness.
I focused the campaign in London, as it's transport infrastructure is so prevalent that it discourages walking more than a short distance.
I took visual cues from tube map infographics, twisting the narrative by changing the tube lines to liken earphones, to communicate the idea of listening to music whilst on the journey. The 'Walk the Line' logo reinforces this idea by replacing the iconic circle of The Underground logo with the universal 'play' symbol.
I advanced the idea by creating way-finding in the form of earphone wires following the tube lines, removing the discouragement caused by lack of knowledge of the surrounding area. Meaning more people will take part.
Adding the suggestion on google maps adds another opportunity to persuade more people to take part, by suggesting the incorporation of a 20 minute walk into their journey. This addition into the google maps service further lowers the bar for participation by allowing location software to determine the most efficient & timesaving route for the user.