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?
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, we conducted the first study of its kind, surveying over 850 commuters to focus on the smaller journeys they make on either side of their primary mode of transport.
6 key archetypes
We distilled our research into 6 commuter archetypes, each with a set of motivations and challenges that better reflect how and why people make the commuter choices they do. From new parents who now have to grapple with the nursery drop, to tradespeople who start early and do physically demanding work, our characters formed the basis of a social campaign targeting Go-Ahead’s customers with interventions to get them up and out.
Working closely with Go-Ahead we rolled out our campaign to achieve the project’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.