The potential of mobility ambassadors and fun-based marketing in workplace programs for active commute in Brussels, Belgium
The benefits of active commuting for health, the environment, traffic management, and travel costs are well-documented and have long been part of European mobility policies. However, participation rates remain low, especially for commuting, which is still largely done by car. In response, employers are increasingly adopting travel plans to promote active commuting.
The Debug Your Mobility program, carried out by SUGG and launching in February 2025, aims to encourage cycling among commuters in SMEs in Brussels and beyond. The program focuses on making commuting enjoyable through emotional engagement. It will feature commuting training, hackathons, workshops, and events, all supported by a fleet of mini SUGG bikes provided to participating companies. SUGG’s unique approach seeks to show businesses and employees that choosing a bicycle for commuting is about simplicity and enjoyment, rather than traditional arguments related to the environment, time savings, and health. SUGG will recruit a CEO (Commute Entertainment Officer) or mobility ambassador in each participating company to lead the initiative.
The UCI will conduct the academic evaluation of the project using a mixed-methods approach to assess the role of fun and ambassadors in workplace mobility programs. This will involve a literature review, before-and-after surveys with CEOs and employees, and interviews. The findings will culminate in a comprehensive report from the UCI, to be delivered in July 2025, focusing on how the fun-based communication campaign enhances the commuting experience.
