Bella Mossa: BetterPoints’ use of incentives to encourage active travel and reduce single-occupancy car use in Bologna, Italy
ISPAH ePoster Library. Bowden H. Oct 16, 2018; 225208; 6
Ms. Hannah Bowden
Ms. Hannah Bowden
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Abstract IntroductionBetterPoints is an evidence-led health, sustainability and social behaviour change technology company. With local mobility authority SRM we ran a six-month EMPOWER-funded programme in Bologna. Bella Mossa aimed to reduce congestion, improve air quality and encourage healthy activity & wellbeing using a smartphone app and incentives. Bella Mossa was ‘health by stealth’, a transport activity, with the desired outcome of lower car use, bringing significant health benefits.MethodParticipants tracked public transport, cycling, walking and car-sharing journeys using the BetterPoints app, earning BetterPoints for active/sustainable travel. BetterPoints can be converted vouchers or donated to charity. Non-monetary incentives (medals, team challenges and prize-draws) added interest and competition. Journeys were verified by sophisticated algorithms and OpenStreetMap data. In-app baseline/end of programme surveys allowed comparison of self-reported activity levels and travel habits and demographic data.Travel behaviour change was assessed in three ways:• Quantitative – tracked journey data • Qualitative – self-reported via baseline and end of programme survey• In-context self-report – responses to in-app question ‘did this journey replace a car journey?’Results24,428 users tracked 816,139 active/sustainable trips, potentially saving 700+ tonnes CO2 89% of self-identifying ‘everyday’ car users demonstrated behaviour change with 81% of their active/sustainable journeys replacing car journeys.Conclusion We'll consider conclusions and questions arising around the potential for incentivising travel and health behaviour change using gamification and rewards. We’ll also discuss the health benefits inferred from the results of the programme and look at how gamification features can be further applied to achieve positive behavioural change for specific health outcomes.
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