Bologna's Bella Mossa app provided incentives for citizens to travel more sustainably in the city cover image
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Active Mobility Intermodality Pollution Reduction
Sustainable travel, Gamification, Journey tracking, Incentives

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Start of operations

Year 2017

Scale of operations area

Metropolitan Area

Duration

Temporary

Application Locations

Bologna (Italy)

Best Practice essentials

The Challenge

SRM, Bologna’s public transport authority, wanted to try a new approach to improve congestion and reduce CO2 emissions in the city. Bologna had tried to reduce CO2 emissions before, by banning the use of polluting vehicles during the day, however that approach had been unpopular. They wanted to see if incentives would be more effective than penalties.

The Solution

Powered by the BetterPoints platform, Bella Mossa, meaning “good job” in English, was designed to encourage fewer single-occupancy car journeys in the city of Bologna through rewards and gamification for travelling by sustainable modes. The BetterPoints system comprises a user facing smartphone app, a digital management platform and client-facing dashboards.


The key aspects of the Bella Mossa scheme were as follows:


  • Walking and cycling was tracked and rewarded through a dedicated smartphone app;
  • Points were earned for redeeming at local and high-street shops;
  • Points were redeemed in-store by scanning a barcode in the phone;
  • Strong client partnership was developed with shops and businesses to promote the programme and accept reward points in-store; and,
  • Strong client activity in promoting the programme locally.

In 2018, participants could form teams outside the workplace to compete against friends and family, join new monthly challenges, and take part in a special challenge for the summer holiday. SRM also introduced a Schools Challenge in 2018, which pitted local schools against each other to increase engagement.


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End user involved

Type of end user: Citizens, Car Drivers

Find out more about End user feedback, Impact and Lessons learnt of this implementation

Lead operator

Organisation name

SRM – Reti e Mobilità

Organisation type

Public Authority - Region

Other entities involved in the implementation

Organisation name

BetterPoints Ltd

Organisation type

Business - SME

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