Street Tag – Did it help people in Gloucester get active?
Street Tag was launched by Active Gloucestershire to encourage physical activity across the city using a gamified app that rewards walking and cycling. The initiative aimed to make movement fun, accessible, and inclusive, especially in communities that are typically harder to engage.
Aims:
- Increase physical activity levels.
- Engage diverse communities, including those in high-deprivation areas.
- Foster collaboration with local organisations.
- Promote behaviour change through fun and creative movement.
Results:
- 89.9 million steps taken and 107,000+ miles travelled, saving over 28,000kg of CO₂.
- 434 users participated, collecting 157,000+ tags.
- 22% increase in participants becoming active from previously inactive or fairly active states.
- 55% joined specifically to improve their physical activity.
- Strong engagement from 20+ partner organisations.
- 60% female participation; 18.1% reported disabilities or long-term health conditions.
- 48% of users lived in the most deprived areas, where 56.2% of tags were collected.
- Ethnic diversity improved from 1% to 5% between seasons.
Impact on Activity: Yes, Street Tag helped people get more active. Families moved together, individuals explored new areas, and some even learned to cycle again. The app encouraged sustained behaviour change and made physical activity more accessible.
