Activating the
first & last mile

Go-Ahead

Make Associates were approached by leading UK public transport operator Go-Ahead and active travel startup, RunFriendly with a question; How can we get more people moving under their own steam, walking, cycling or running their first and last mile to work, with all the health benefits this unlocks?

How can we get more people moving under their own steam, walking, cycling or running their first and last mile to work, with all the health benefits that unlocks?

To find answers and uncover interventions with the power to affect real behavioural change we needed to understand why people move the way they do, and why this doesn’t always lead to the healthy, active choice.

Together with academic researchers at the University of Leeds and Snook, we conducted the first study of its kind, surveying over 850 commuters to focus on the smaller journeys they make either side of their primary mode of transport.

Based on what we discovered, we developed a below-the-line campaign dubbed ‘The Future of Transport’ centred around a handy field guide that describes how 21st century commuters choose to get around. From the Long Hauler to the New Parent, each archetype defines a category of commuters identified during our discovery phase, and the motivations that led them to their commute of choice.

Working closely with Go-Ahead we rolled out our campaign to achieve the campaign’s ultimate goal – driving attention to the Future of Transport report, a study to inspire policy makers to break down barriers and change behaviour – helping the public become more active.

Download the report here and discover how you can activate your first and last mile.

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