Active Travel Initiatives Shine at Student-Led ‘Campaign Junction’ Event
Young Changemakers Take Center Stage
On a bright Monday in March, County Hall buzzed with energy as students from four regional schools pitched their active travel campaigns in a Dragon’s Den-style event called Campaign Junction. The young presenters weren’t just sharing ideas – they were competing for up to £200 in funding to transform their school commutes. From scratch cards rewarding active journeys to whole-school walkathons, these students demonstrated remarkable creativity in addressing a pressing issue: how to get more of their peers traveling to school in healthier, more sustainable ways. The event, hosted by Norfolk County Council’s AtoBetter Project and facilitated by Keith Woodward from Modeshift, created a supportive space for students to showcase their visions for positive change in their school communities. The judging panel, comprising Esme Holtom and Edgar Fernandez, wasn’t looking for perfection – they wanted to understand the students’ thinking, creativity, and the potential impact of their campaigns.
The Power of Student-Led Change
The Active Travel Ambassador (ATA) program behind this initiative represents a new approach to tackling transportation issues at schools. Funded by Active Travel England, the program empowers students aged 11 and up to become catalysts for behavioral change within their school communities. Rather than having adults dictate solutions, the program trusts young people to identify problems and develop appropriate responses. With guidance from a Modeshift Active Travel Coordinator, groups of 6-12 students conduct research, perform site audits, and brainstorm creative approaches to encourage walking, cycling, scooting, and other active transportation methods. This approach has already shown promising results, with participating schools from previous years reporting significant increases in active travel – one high school achieved an impressive 74% of students walking or cycling to school, representing a 10% increase from their baseline.
Framingham Earl and Ormiston Venture: Building on Success
As seasoned participants in the Active Travel Ambassador program, both Framingham Earl High School and Ormiston Venture Academy brought experience and proven results to their presentations. Framingham Earl, now in their fourth year with the program, sent a team of Year 8 students who created an information-rich campaign highlighting both environmental and health benefits of active travel. Their creative “wheel of fortune” concept would reward active journeys with points and prizes, while a themed fun run would build excitement around active mobility. Their presentation reflected the school’s ongoing commitment, having previously secured £5,000 in AtoBetter funding for cycle parking. Similarly, Ormiston Venture Academy showcased their impressive three-year journey, during which they’ve achieved a 9% increase in active travel modes. Their 2026 proposal cleverly expanded their reach by including staff incentives alongside student rewards, offering coffee gift cards to teachers who embraced active travel alongside scratch cards and tickets for students.
Beccles and Bungay: Fresh Approaches to Active Travel
The newer participants brought equally compelling ideas to the table. Beccles High School leveraged their STEM after-school club to design a whole-school walking challenge with an innovative twist – students would attempt to match the STEM group’s step count to win prizes. This approach earned praise from judges for its inclusive, school-wide perspective and clear focus on raising awareness about walking and cycling benefits. Meanwhile, Bungay High School impressed with perhaps the most comprehensive proposal of the day. Led by their eco council and prefects representing multiple year groups, their campaign addressed multiple facets of the school journey – from organizing a walkathon to promoting car-sharing and even tackling behavior issues on school buses after students reported them as “too loud.” Their thorough planning and attention to detail demonstrated exceptional commitment to improving the entire transportation ecosystem around their school.
Recognition and Support for All Participants
The judges were so impressed by all four presentations that they awarded each school the full £200 to implement their campaigns during the summer term. Beyond this baseline funding, Bungay High School received an additional £50 for their outstanding presentation, while Framingham Earl and Ormiston Venture also received bonus £50 awards from the AtoBetter project to further support their initiatives. This recognition reflects the high quality of thought and planning demonstrated by all participating students. The event also highlighted the broader support system behind these initiatives. The AtoBetter project, fully funded by developers, has previously provided £5,000 grants to help these schools and others improve facilities and promote active school journeys. This ongoing investment in infrastructure ensures that student-led behavioral campaigns have the physical resources needed to succeed.
A Blueprint for Future Success
As Esme Holtom reflected after the event, “This is a fantastic programme because it gives students the confidence and skills to tackle the transport issues affecting their school and promote behaviour change.” Indeed, Campaign Junction demonstrated that when given the opportunity, young people can address complex challenges with creativity, practicality, and passion. The students tackled real issues like congestion at school gates and safety concerns, proposing thoughtful solutions tailored to their specific school environments. Their campaigns collectively represent a blueprint for how student leadership can drive meaningful changes in travel behaviors. As these campaigns roll out in the coming months, they’ll not only increase active travel rates but also develop important leadership skills among the student ambassadors. The Active Travel Ambassador program and events like Campaign Junction serve as powerful examples of how empowering young people to lead change can yield impressive results. For schools interested in following this path, the AtoBetter school programs offer a structured way to join this growing movement for healthier, more sustainable school journeys.
