Maldon District Council partnered with Intelligent Health to deliver Beat the Street, a gamified walking and cycling challenge, to improve community health and wellbeing. The initiative resulted in increased physical activity, enhanced community engagement, and valuable data insights for the council. Its success has laid the foundation for future health and wellbeing community initiatives.
The challenge
Overall Maldon district residents are in good health, with life expectancy higher than the England average. However, there is a prevalence of some health conditions, including a decline in mental health and higher levels of obesity, 22.9% of Reception age children are classified as obese. Social isolation is also a concern, particularly amongst those living in rural areas.
The solution
Maldon District Council partnered with Intelligent Health to implement Beat the Street. This interactive, community-wide game transformed the district into a giant playground. Children from 20 schools across the district received a free fob and residents were able to register via their smartphone to take part. Beat Boxes were installed at numerous locations, including parks, residential streets, and community venues. Participants earned points by tapping their fobs at these Beat Boxes, with each tap logging their journey and contributing to their team's and individual score. Leaderboards displayed the top performers, fostering friendly competition. The game encouraged exploration of the local area, discovering new routes and green spaces. The Council promoted the initiative through social media, schools, and community groups, ensuring widespread awareness and participation. The project was part funded by the Essex County Council Public Health Accelerator Bid and Sport England.
The impact
Of the 5,225 players who took part in Beat the Street, 4,369 played as part of a team, with the vast majority playing for their/their children’s school. 233 people played as part of a community or workplace team. Around half of players were children and 47% were adults between 18-54. Players from a culturally diverse community were well represented with 8% of registered players reporting a non-white British ethnicity. 15% stated they had a long-term condition and 5% reported living with a disability. Participants covered 38,650 miles, the equivalent of 1.5 times round the globe!
The initiative fostered community spirit, bringing residents together and reducing social isolation. End of activity surveys identified that adults experienced improved mental wellbeing and a 6% reduction of inactivity. Whilst there was a 1% decrease in children inactivity.
Overall life satisfaction of adult participants increased by 0.2 points, a change that, when translated into WELLBYs (Wellbeing-Adjusted Life Years), suggests a significant social and economic value of £300 per adult participant.
How is the new approach being sustained?
While the initial Beat the Street game had a defined timeframe, the council is leveraging the momentum generated to implement further initiatives. The data collected is being used to inform the development of targeted health and wellbeing programs. A specific legacy plan has been developed for the district and a six month follow up report will be issued to demonstrate the on-going benefits the delivery has created.
Lessons learned
- Community engagement is crucial: Effective communication and collaboration with local schools, community groups, and media are essential for a successful launch and sustained participation.
- Accessibility is key: Ensuring the game is accessible to all ages and abilities is vital for maximising inclusivity and impact.
- Data-driven insights are valuable: Collecting and analysing data on participant activity provides valuable information for future program development and evaluation.
- Partnerships are essential: Collaborating with organisations like Intelligent Health and local stakeholders strengthens the program and ensures its sustainability.
- Gamification works: Introducing an element of fun and competition can be a powerful motivator for behaviour change.
Contact
Matt Turner, Health Integration and Communities Manager, [email protected]
Links to relevant documents
Beat The Street Maldon District Case Study video