Modeshift Active Travel Ambassadors go from strength to strength

The Active Travel Ambassador (ATA) programme has grown in its second year since launching in 2022 and continues to deliver increases in active travel. Across 15 engaged local authorities, the programme has grown from 53 to 72 schools. We’ve enrolled and trained 743 students reaching a student population of 79,000. ​

Each of our engaged schools pitched their campaign to a panel of judges to secure up to £250 funding and by June of 2024, 72 campaigns were delivered focusing on walking (24), cycling (11)​ or both walking and cycling (37). ​

​Pre and post mode of travel surveys show that green modes (walking, cycling, scooting/skating) increased by 2.3 percentage points equating to 3,648 active travel stages (a day) and 145,920 active travel stage trips over a period of 40 days/eight weeks. The total spend on ATA per annum is £300k giving us a commendable cost per active travel trip stage of £2.05. ​

Our schools have also performed well with our STARS accreditation scheme with 69 of the schools achieving a level of accreditation. The programme continues support Bikeability programmes including a take up of Bikeability Level 3 training. Finally, our plans for further expansion and delivery, including case studies, can be found at the end of the report.

Programme Overview

Established in 2022/23, Modeshift’s Active Travel Ambassador (ATA) programme is funded by Active Travel England (ATE) and is delivered in partnership with The Bikeability Trust. In the 2023/24 academic year, 15 local authorities* participated in the ATA programme which aims to:​

• Increase levels of active and sustainable travel in secondary schools nationwide through peer-led behaviour change campaigns ​
• Empower schools and pupils to tackle transport issues such as congestion, road safety, parking, air quality​
• Support schools in achieving Modeshift STARS Education accreditation

Regions

​Our ATA Coordinators currently deliver campaigns in six regions including:

North Yorkshire East Riding and York,  South and West Yorkshire, Midlands, East of England, South West of England and most recently the South East region being the latest area to be included in the scheme this Autumn as the programme extends across the UK.

ATA Programme Growth

School Growth​

• 53 schools in 2022/23​
• 72 schools in 2023/24 (35.8% increase 22/23 to 23/24)

Number of Ambassadors ​

• 521 in 2022/23 ​
• 743 in 2023/24

Number of participating local authorities​

• 13 LAs in 2022/23  ​
• 15 LAs in 2023/24

Number of Ambassadors ​

• 521 in 2022/23 ​
• 743 in 2023/24

Key outputs 2023/24

*In total 76 schools were recruited by December 2023. Four schools dropped out due to staff changes and changes to teacher availability 

Campaign Junction Events

To secure campaign funding, the Ambassadors presented a pitch at their local Campaign Junction event where they received feedback from a panel of industry experts and showcased their ideas to other Ambassadors.

Across the country, 72 campaign pitches were delivered at 11 inter-school Campaign Junction events.

Experts included colleagues from Active Travel England, Bikeability’s CEO Emily Cherry, Olympic Gold Medal winner Ed Clancy, local Transport Planners and many more! Additionally, messages of support were sent from Alistair Brownlee.

You can read more about the ATA Programme  here!

Meet the team:

L to R: Keith Woodward, Jason McAleese, Stephanie Lake, Neil Hicks, Rachel Jones, Jenny Royall, Chris Pryor