Motivating Active School Travel in Leicester
As part of the Choose How You Move BetterPoints programme in Leicestershire our partner encouraged more children to walk, cycle or scoot to school.
In the last couple of months of 2018 we worked with Montrose Primary School to encourage and incentivise families to leave the car at home. The programme aimed to encourage more families to walk, scoot or cycle to school using fun gamification features and rewards.
Participants who tracked active school runs could earn National Book Tokens for their school as well as BetterTickets for themselves. The BetterTickets (virtual prize draw tickets) were entered into a weekly prize draw for the chance to win fun child-friendly prizes like notebooks and pencils which could be collected from the school office.
Rewards were available for walking, scooting and cycling journeys of 0.25 miles of more tracked in a geofenced area at school run times (Monday to Friday 7am-10am and 2pm-6pm). The programme employed ‘collective earning’ where individuals and families work together to reach a common goal. This adds a feelgood factor which participants said kept them going.
Fun and engaging messages appeared in the participants’ BetterPoints app timelines to encourage them to get going and maintain interest. A weekly summary also informed participants how close they were to reaching the goal and inspired them to keep going.
And how did they do? By hitting their active goals the participants earned £150 in National Book Tokens for their school, allowing them to purchase lots of books. User engagement was 54% and many participants have continued to use the app after the programme ended.
The pilot was a clear success and we look forward to building on its success in similar initiatives across the UK. We’ve just kicked off a similar initiative at Parkland School in Leicester where as well as collective earning and family-friendly rewards we’ll be using leaderboards to encourage some friendly competition!