Home Our Work Empowering communities to embrace walking

Discoveries on Your Doorstep

Empowering residents in Scarborough and Selby to embrace walking in their local area.

Scroll

Empowering communities to embrace walking

Magpie partnered with North Yorkshire Council’s Stronger Communities programme, funded by Public Health, to inspire residents of Scarborough and Selby to get active and discover the joy of walking close to home.

The campaign’s aim was simple but powerful – to encourage people to explore local trails, improve their health and wellbeing, and create a vibrant social movement that celebrated community connection and outdoor activity.

Client
North Yorkshire County Council

Scope of work

Audience Testing
Campaign development & activation
Co-production, engagement and community representation
Creative Development
Insight-led recommentations

Campaign objectives

Encourage communities to discover and enjoy local trails while improving health and wellbeing.
Empower individuals, families, and community groups to promote local walks to others.
Engage groups where the biggest impact could be made – particularly those at risk of obesity or pre-obesity.
Create a strong, positive movement for walking in Scarborough and Selby.

Children at school in Selby as part of the community walking campaign Discoveries on Doorstep

Co-created with the community

Magpie developed Discoveries on Your Doorstep, a community walking campaign, using insight from six communities across Scarborough and Selby. Public Health identified these areas as needing positive health interventions.

Before launch, Magpie worked closely with local groups to understand barriers and motivations around walking — from accessibility concerns to perceptions of trails. This co-creation process shaped everything from the campaign name and tone to the visuals and chosen media channels.

Community Walking Creative concept: Discoveries on Your Doorstep

Magpie designed the campaign name and identity to spark a sense of adventure and accessibility.

Insight revealed that the term “walks” could feel exclusive to some audiences, especially wheelchair or pushchair users. So, Magpie chose “trails” instead, to reinforce inclusivity and show that all routes were accessible and open to everyone.

A bright, nature-inspired colour palette reflected Scarborough and Selby’s outdoor landscapes – from woodland greens to coastal blues. A rough, ‘outdoorsy’ typeface and friendly iconography created a brand that felt welcoming and rooted in place.

Map for the community walking campaign Discoveries on Doorstep

Campaign delivery

The campaign offered free downloadable trail maps for residents to explore everything from Selby’s waterways and locks to Scarborough’s hidden landmarks like the Easter Island statues at Jonno’s Field.

Supporting materials included:

Children’s explorer packs – with activities and facts to inspire young adventurers.
Community resources – with guidance for local groups and businesses to start their own walking initiatives.
Social media, PR, and print materials – designed to reach residents where they already engage.
Supporter packs – to help community champions promote the trails through their networks.

A key strength of the campaign was its network marketing approach. Magpie developed a toolkit of marketing assets to empower local ambassadors and businesses to share the message within their communities – multiplying the campaign’s reach and impact.

a photo showing a billboard informing the public on the local trails for community walking campaign Discoveries on Doorstep

The Discoveries on Your Doorstep community walking campaign successfully encouraged residents to get active, explore local heritage, and take pride in their surroundings. It created a sense of ownership, wellbeing, and connection, showing how community-led insight can drive healthier, happier places to live.

Outcomes and impact

What made the campaign stand out

Community co-creation ensured relevance and authenticity.
Behaviour change insight guided inclusive messaging.
Empowerment model turned local residents into campaign champions.
Vibrant creative identity made walking feel fun, accessible, and local.

87%

87% increase in footfall on local walking trails between 2015 and 2017 (people counter data), showing a clear shift towards more active lifestyles.

44%

Brand recognition reached 44% in Selby and 30% in Scarborough, demonstrating strong local awareness and trust in the campaign identity.

2,468

2,468 unique website visits in Selby and 900 in Scarborough, highlighting strong community interest and online engagement.

We create campaigns that turn local insight into lasting impact.

Talk to us about how we can help your community embrace healthier, more active lifestyles.

Get in touch with our team

See more projects:

Rethinking youth sexual violence prevention

Navigating big feelings - from friendship drama to rejection and heartbreak - isn’t easy, especially in the online world where harmful messages can spread fast. Check the vibe helps young people understand and manage their emotions so they can make positive choices.

Are your medicines working for you?

The ‘Are Your Medicines Working For You?’ campaign aimed to encourage more open, proactive conversations between patients and healthcare professionals. It focused on helping people reflect on whether their long-term medications were still right for them, and to take action by booking a free NHS medicine review.