REACTIVITY project in Braga challenges citizens to embrace sustainable mobility

The Municipality of Braga has launched the “Reactivity Braga – Diversity and Sustainability” initiative to encourage Braga residents to embrace more sustainable, inclusive, and eco-friendly transportation options. In return, citizens can accrue points to exchange for discounts at local businesses.

This represents an innovative intermodal urban mobility project supported and promoted by EIT Urban Mobility, in collaboration with Braga Urban Transport (TUB) and the Business Association of Braga. The project hinges on a reward and gamification system, where users are incentivised to choose public transportation, bicycles, electric scooters, or walking for their commutes.

This approach makes the mobility experience more appealing and enjoyable, motivating citizens to adopt more mindful and sustainable transportation practices.

The project began on 10 August and is slated to run for three months. To participate, Braga residents need to complete a specific form. Upon registration approval, users can access an online platform to track their performance, view accumulated points, and observe their contributions to promoting sustainable mobility in Braga.

During the project’s presentation press conference, Olga Pereira, Braga’s City Councillor and President of the Board of Directors of TUB, remarked that this initiative is part of ongoing efforts to transform the mobility habits of Braga residents toward sustainability: “Reactivity Braga follows the success of last year’s Bicification project, which inspired us to apply for this new project in partnership with TUB. Reactivity relies on buses as the core component but also encourages walking, cycling, and scooting.”

 

“The great thing about the REACTIVITY project is its intermodal approach, which combines different modes of transport to offer citizens flexible and convenient options for their daily journeys,” explained Olga Pereira, Braga City Council councillor. By integrating public transport with bicycles and electric scooters, the project extends the reach of public transport stops, providing citizens with more comprehensive and accessible mobility throughout the city. “The municipality remains committed to working in favour of more sustainable mobility in the municipality, which benefits everyone’s quality of life,” said the councillor.

REACTIVITY promotes sustainable mobility through a unique reward and gamification component. By participating in the project, users can accumulate points and achieve goals by opting for more sustainable modes of transport.  With the project’s rewards and gamification mechanism, users can win vouchers, which can be discounted at various commercial establishments that are partners of the initiative. Around 30 shops are already involved, but the aim is to extend this range to a more significant number of establishments. “We started out with around 30 shops, but given the extraordinary receptiveness of local businesses, the aim is to increase the number of shops involved significantly,” said Rui Marques, AEB’s director-general.

Local traders joining the REACTIVITY project represents a unique opportunity to boost their businesses and establishments. By joining the network of partners that accept vouchers generated by users, shops have access to greater visibility and attract customers. In this way, traders not only benefit from increased customer flow, but also contribute to a more sustainable and dynamic city.
Over the next three months, Braga’s people can participate in this pioneering initiative. Through the online platform dedicated to the project, citizens can monitor their performance, accumulate points and check their contribution to more sustainable mobility in Braga.

About REACTIVITY

The REACTIVITY project rewards public transport and active mobility to reduce emissions; backs data-driven urban; and traffic planning and engaging with citizens, thus helping cities promote sustainable mobility and intramodality while discouraging car dependence.

This project meets the needs of city managers for digital tools to enable urban multi-modal and multi-source mobility planning, providing a solution to support intermodal transport, including public transport, cycling, walking, kick-scooters, and car-pooling. The mobility monitoring support is achieved through an active mobility plugin integrated in a multi-data source web dashboard.

The solutions will be implemented and tested in Braga (Portugal) and Lecce (Italy) during the second half of 2023. The expected outcomes of REACTIVITY are an increased share of public transport (+6%) and active mobility (+ 15%) and the reduction of kilometres driven by private cars (-2.5 M) and of CO2 emissions (-320 tons) in each city.

Discover more: reactivity-eit.eu