Students Pitch Active Travel Ideas at County Hall Event

Innovative ideas to encourage walking and cycling to school took centre stage at a Dragon’s Den-style event held at County Hall, where students competed for funding to bring their campaigns to life.

Pupils from Framingham Earl High School, Ormiston Venture Academy, Beccles High School and Bungay High School presented a range of creative proposals at the Campaign Junction event on Monday 16 March. Each team had the opportunity to secure up to £200 to support their initiatives, with funding available for items such as incentives, competitions or cycle facilities.

Among the ideas showcased were reward-based schemes using scratch cards to promote active travel, as well as a whole-school walkathon designed to engage the wider school community.

The judging panel included Esme Holtom, AtoBetter Travel Plan Coordinator, and Edgar Fernandez, Sustainable Travel Planner at WSP, who assessed each pitch based on creativity, feasibility and potential impact.

The event was organised by Norfolk County Council’s AtoBetter project and delivered by Modeshift, a national organisation dedicated to promoting sustainable travel. Keith Woodward, Active Travel Ambassador Coordinator for the East of England, led the programme on the day.

Students taking part are part of the Active Travel Ambassador (ATA) programme, funded by Active Travel England. The initiative works with schools and local authorities to encourage more sustainable journeys, equipping young people with the knowledge and confidence to influence travel behaviour among their peers.

Working alongside a Modeshift coordinator and school staff, students develop their campaigns through research, site assessments and problem-solving exercises. Initiatives often include walking challenges, themed cycling events and other creative approaches to increasing active travel.

Schools involved in the programme have already reported positive outcomes. One participating school recorded a 10% rise in active travel, with 74% of pupils choosing to walk or cycle to school.

Reflecting on the event, Esme Holtom praised the students’ efforts:

“This programme gives students the tools and confidence to address transport challenges in their schools and encourage meaningful behaviour change. The quality of ideas we saw was outstanding, with pupils showing real creativity, teamwork and passion.

“They are tackling genuine issues such as congestion and safety, while finding practical ways to encourage more students and families to walk, wheel or cycle. The potential impact of these campaigns is significant.”

She added that she would encourage more schools to take part in the programme and explore opportunities to promote active and sustainable travel.