Digital nudging towards active school mobility

Katharina Paoli Brunat Hållbarhet, Kundcase, Nudgds tjänster

BEHAVIOUR CHALLENGE: Getting parents and staff to cycle or walk their children to school

The city of Helsingborg aims to increase the safety of its primary schools and promote school performance by encouraging the use of active transportation for school trips. The aim is to reduce the number of students being transported by car and instead encourage age-appropriate students to walk or cycle to school, either by themselves or in the company of an adult.

This initiative is part of a wider effort to strengthen healthy and environmentally friendly travel habits among both students and school staff, with staff also acting as positive role models. Through these measures, the city aims to reduce car traffic around schools for a safer and more sustainable school environment.

SMART NUDGE: Implementation of digital nudging for active school transport through Smart Nudges Mobility

Through Nudgd's Smart Nudges Mobility platform (also called Smart Travel Habits), we used behavioral science techniques, tailored specifically to engage and encourage parents and school staff to choose cycling, walking, kickbiking, skateboarding, inline skating or running shoes instead of a car.

Principals sent out the link to the targeted and personalized platform with engaging content such as eye-opening arguments, smart tips, interactive maps and educational quizzes, all aimed at promoting active travel.

RESULTS: Significant change in transportation choices for school trips.

The pilot project in Helsingborg led to concrete results in terms of changing travel habits among parents and school staff:

  • 39% of participants changed or planned to change to a more active mode of travel, exceeding the target of 30%.
  • 2 400 parents and school staff from 25 schools (including seven private schools) were successfully engaged.
  • Compared to non-users, participants showed a double probability of switching from car to active transport.
  • 24% activation rate compared to the target of 20%. This not only indicates a relatively high engagement among the target group, but also confirms that the Smart Nudges Mobility platform can play an important role in promoting sustainable everyday travel.

These results underline the effectiveness of using behavioral science methods and digital tools to promote sustainable mobility, especially in the school context.

In Helsingborg, we are constantly trying to develop our methods to help more people discover the benefits of active travel. School children are a particularly important group because their bodies have such a great need for movement. It was very exciting and educational to try something new together with Nudgd, who have a lot of expertise in digital nudging.

- Emma Kangas
Projektledare miljöförvaltningen, Helsingborgs stad

39 %

of participants changed or planned to change to a more active mode of transport, exceeding the target of 30%.

PROJEKTPARTNERS

Want to know more?

Do you have questions about Smart Nudges or are curious if your organization can use the service to e.g. nudge your citizens, employees or visitors?

Project manager
Ola Rynge, CTO

Media contact
Katharina Paoli, CEO

Thanks to

Many thanks to the City of Helsingborg and everyone involved in our pilot project to promote sustainable school travel.

More

Smart Nudges Mobility has, after proper screening by several independent internationally recognized experts, been included in the list of the world's most sustainable solutions and awarded awarded The Solar Impluse Efficient Solutions Label.