To effectively deliver the objectives, the campaign was split into three sub-campaigns: Travel Cheaper, Travel Healthier and Travel Greener. The campaign utilised Google Display, Meta, and LinkedIn. Each campaign ran for six weeks and promoted active travel in Essex encouraging walking, cycling, e-scootering and public transport. The ads encouraged resident engagement and a local ‘buzz’ with the incentive and use of transparent information, whilst implementing promotional and educational content to encourage behavioural change, with the long-term objective to shift active travel modes to walking and cycling and promote public transport alternatives such as bus services. The messaging also raised awareness of the safer, greener, and healthier initiative to educate residents on the importance and impact of more sustainable thinking.