Modeshift’s Active Travel Ambassador (ATA) programme continues to go from strength to strength – empowering young people across England to lead the way in shaping more active and sustainable everyday journeys.
Delivered in partnership with The Bikeability Trust and funded by Active Travel England, the programme is now in its third year and expanding rapidly – supporting schools, local authorities and transport teams to embed long-term behaviour change through student-led initiatives.
A growing national programme
This year alone, the ATA programme has:
- Trained over 1,300 student ambassadors
- Engaged 119,000+ pupils
- Delivered hundreds of student-led sessions and campaigns
- 80 student-led campaigns were delivered this year, promoting walking (19), cycling (16), or a combination of both (45).
- Expanded into new regions, including the North East
From improving road safety awareness to increasing walking, wheeling and cycling, the impact is being felt not just in schools but across wider communities.
Check out the full Active Travel Ambassador end of year report 24/25.
Campaign Junction: ideas into action
A key highlight of the programme is the Campaign Junction events – dynamic, Dragon’s Den-style sessions where students pitch their behaviour change campaign ideas to industry experts.
Events have taken place across the country, bringing together schools, local authorities and partners to support youth-led innovation.
We’ve welcomed over 500 attendees, including 138 at our Birmingham event – the largest Campaign Junction Event to date!
Why it matters
The ATA programme supports:
- Reduced car journeys and safer school streets
- Improved health, wellbeing and independence for young people
- Stronger engagement between schools, communities and local partners
For organisations already using Modeshift STARS, the programme provides a valuable opportunity to enhance your Travel Plan, engage students directly, and deliver measurable impact.
Modeshift ATA Programme Manager, Chris Pryor, shared:
‘The Campaign Junction events show just how passionate and capable our ATA’s are. They understand the value of everyday journeys and want to make them safer, healthier and better for everyone. Their leadership is shaping the future of school travel.’
Get involved
Whether you’re already engaged in the ATA programme or exploring how it could support your work, there’s an opportunity to get involved.
With continued national funding and growing demand, now is the time to:
- Strengthen your Travel Plan through student-led engagement
- Connect with a national network of schools and partners
- Support the next generation to lead sustainable travel change
If you’re part of a school, local authority or transport team looking to engage students in your travel plan get in touch with our team to learn how your school can take part.
