Project Happy Community Engagement Campaign

Barons Quay required a covid-safe, post lockdown campaign that would engage the local community and support tenants when they reopened in June 2020. Cunning Plan created Project Happy, an arts based initiative that would bring colour, hope and positivity to the people of Northwich.

Design. Social Media Marketing. Mall Enlivening.

Due to social distancing restrictions summer events were not possible, so we worked with North West artist Emma Evans, the aim was to introduce a number of colourful artworks for people to enjoy as they returned to the shopping centre.  At the heart of the campaign was a giant mural that would celebrate the town’s past, present and future in a multicoloured bespoke piece of street art for everyone to enjoy.

We engaged local families with a drawing competition across social media channels, asking kids to draw the thing that they love the most, for a chance to be part of the mural. The competition was promoted on social media via engaging video content and targeted Facebook ads.  Local schools were sent information packs so that they could tell parents and pupils about the project.

The winning entry was incorporated into the final artwork, which was revealed in September.   The Project Happy mural was designed with a number of engaging elements to encourage people to take pictures and share them on social media.

The artworks generated positive PR for the centre and a host of quality social media content that helped to grow Barons Quay’s following and strengthen relationships with the community.