Creative Orchestra alters Tube map for water charity campaign

Ad agency Creative Orchestra is launching its own campaign to raise awareness of the importance of clean drinking water, by encouraging people to go for a walk.

Water charities: revised H2O Tube map features in campaign
Water charities: revised H2O Tube map features in campaign

The twist is that people are being asked to walk from destinations starting with the letter H to destinations starting with the letter O – in recognition of water's chemical symbol, H2O.

As part of the campaign, Creative Orchestra has persuaded Transport for London to allow it to adapt the famous Tube map so that it only includes the stations beginning with H and O.

This is being produced as a poster and a guide, 50,000 of which have been distributed by volunteers at Tube stations.

The agency has also built a dedicated website,, giving more details of the campaign.

At present, the website lists around 20 charities that it suggests making a donation to, but the campaign is not aligned with any single charity. All logos and materials are common copyright, so any water charity can use them freely.

Chris Arnold, creative partner at Creative Orchestra, said: "We had the idea and instead of selling it to a single charity, we have donated to all water charities to use as a fund-raising idea.

"Our aim is to get a million Londoners and others walking annually, which is more than the marathon."

An ambient media campaign around Oxford Street and Old Street launches next week. The agency is also conducting a direct mail campaign to businesses beginning with H and O, to encourage them to get their employees walking.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).