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Beat the Street is an evidence basedintervention to increase physical activity levels across a community. The programme connects individuals with their local environment and supports long term behaviour change bycreating a social norm around getting active.

For the resident, it is fun, free and connectsthem to their community.

Beat the Street, turns a town into a game where people earn points as they walk, cycle and run around. Beat the Street energises a communityvia a comprehensive, high profile marketing, communication andengagement programme.

Beat the Street – the Mass ParticipationPhysical Activity Intervention

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How it works

Over 200,000 have already taken part in the intervention in 2016. A quarter of these – over 53,000 people – provided crucial data on their health and activity levels which shows anincrease in the following:

• Reaching the inactive: At the beginning of Beat the Street, on average 13% of people said that they did 0 or 1 day per week of physical activity. This had reduced to 4% by the end (p<0.01).

• Meeting the Department of Health 150 minute adult activity guidelines: the proportion of adults meeting the physical activity guidelines increased from 46% to 57%.

• Switching travel behaviour: At the beginning of Beat the Street 47% of adults reported walking on 5–7 days per week. This had increased to 61%at the end of the Experience phase.

Beat the Street turns a town into a game where people earn points as they walk, cycle andrun around. Beat Box sensors are placed on lamp– posts around the town for players totap their card against, scoring points for the distance they walk, cycle or scoot.

Beat the Street takes a community approach to behaviour change through the gamification of an entire area. Working with schools, GPs, local authorities, community organisations and local media, the game unites the whole community in a highly visible fun way. A detailed content plan and incentives keep the game engaging and fun for the residents.

And it’s successful: 175,000 people played in 2015 in 21 different areas.

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Example – Reading

Using data from the 3 year intervention in Reading, the overall trend is for a reducedproportion of inactive each year and anincreased proportion of participants meeting the Department of Health physical activity guidelines every year.

In 2016 the proportion of people who were active on only 0 or 1 day per week reduced from 15% to 5% by the end of Beat the Street (p<0.05).

Survey analysis

60%

50%

40%

30%

20%

10%

0%

All adults

2014registration

2014follow-up

2015registration

2015follow-up

2016registration

2016follow-up

34%

42%

41%

36%

46%

53%

Percentage of people meeting CMO physical activity guidelines over a 3-year follow-up

The intervention is measured in four ways:

Findings are presented at the end of thelive Experience phase and six months later,with real-time data dashboards availableon secure client websites. The programmefinal evaluation reviews evidence onsustained change.

• Survey analysis from participant registration, self-reported feedback and two stages of follow up data collection 6 months post game.

• Cost benefit analysis generated using the NICE Return on Investmentcalculator for physical activity interventions.

• Activity data analysis from the Beat the Street Experience Phase usingreal time location and time stamps from across the area.

• Engagement method review measuring reach across multiple-platformsand activity in the community across the targeted audiences.

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Activity data analysis

Beat Box data can be analysedbased on client requirements.This can include identifying patterns of activity, the proportion ofparticipants from each LowerSuper Output Area (LSOA) andhow a town is used by residents.

Example – Tackling Health Inequalities

Wolverhampton analysis showing excellentlevels of participation in some of the morecentral LSOAs that have high deprivation scores.

Analysis by LSOAWolverhampton (South of Centre)

• Schools are shown as yellow polygons to assist analysis.

• Excellent levels of participation are seen in some of the more central LSOAs that have high deprivation scores (red).

• The picture is generally well balanced with similar participation levels in areas of highor low deprivation.

“The Beat the Street programmereduces health costs for the funderby delivering a sustained increasein physical activity levels. There aremany additional positive outcomessuch as tackling health inequalitiesand connecting people to place.”

Dr William Bird MBE

Cost benefit analysis

A cost benefit analysis is conducted pre and post intervention identifying the impact of any changes Beat the Street creates on healthcare costs with increase in modal shift towalking and cycling and productivity.

NICE has developed a ‘Return on Investment’ calculator for physical activity interventions.

Intelligent Health has estimated the Returnon Investment for Beat the Street, with anestimated 15,000 adult participants and10% of those people moving from inactive to moderately active and 12% from ‘no’ to ‘low’ activity. An accurate Return on Investment is calculated for each programme.

Example – Return on Investment

For every£1 spent ProductivityTransportHealthcare

Beat the Street would, on average, result in in a gain of 103 and 104 QALYs over 2 and 5 years.QALYS are a measure of the state of health ofa person or group in which the benefits, in terms of length of life, are adjusted to reflect the quality of life.

ROI over2 years £14.92£6.06 £24.18

ROI over5 years £35.37£14.38£24.41

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“We lead busy lives as working parents and this made our family time veryvaluable as we were together withoutthe distractions. i.e TV and consoles.”

Nottingham, June 2016

“I have just been diagnosed with Diabetes Type 2 and have found it hard to adjust.I also have trouble exercising as I get tired very quickly. Doing Beat the Street with my children has encouraged me to get out more, walking further than Inormally do, and spending quality time with my children. It has helped me to lose some extra weight, which has helped me with my diabetes andinspired me to exercise more.”

Tendring, Essex, July 2016

“As a family we felt closer to thecommunity as all the kids and family in our neighbourhood were also doingBeat the Street. As parents we bonded with the kids and had a ‘purpose’ while walking and the kids enjoyed it big time.”

Hounslow, February 2016

Engagement method review

This includes social media andwebsite measurement, programme reach for specific target groups and how residents were kept engaged.

Quantitative and qualitative feedback ispresented. For the participant the reported main benefits are typically ‘having fun’spending time with family and friends,feeling healthier and ‘exploring the local area’.

Example – Tendring Social Media conclusions

Beat the Street Tendring Facebook page had 916 likes, with 91.2% of the audience being women aged 25-44. There were, on average, 840 impressions per post with 3,918engagements overall. The audience werevery engaged with the page, interactingwith posts and sharing feedback.

Tendring Facebook demographics

It is the social nature of the intervention that makes it so effective. Residents are keen to share stories and feel part of an event in their town which leads to much interaction andpositive reinforcement of the intervention.

People reached by age

People engaged by gender

13–17

18–24

25–34

35-44

45–54

55–64

65+

Male

Female

4.1%

1%

42.5%

8.1%

1.7%

1%

41.6%

8.8%

91.2%

Case studyBeat the Street Wolverhampton

Eileen McKen is a 59 year old mother who took part in Beat the Street in Wolverhampton. Overthe six-week game, Eileen travelled more than 600 miles and lost over a stone in weight.

“Beat the Street was a fun,exhilarating, very creative and well organised challenge which helped me achieve my desired outcomes of weight loss and feeling healthier. I lost over a stone in weight as a result of extra walking ... I enjoyed the fun element of finding theboxes, some of which are quite tricky, and seeing children and adults out and about enjoying the challenge of finding the boxes. The walking kept me active and positive during a time of family health issues and bereavement.”

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Supportinto long term

activityEnter into

programme

Mass CommunityParticipation

Prepare 3 months Experience 2 months Sustain 7 months

MaintenanceAction

Preparation

Precontemplation Contemplation

Participantexit

route

Sport andLeisure

HealthProgrammes

Nature andOutdoor Spaces

Cultureand Arts

Active Travel

Community

Participantentrance

route

Schools

LocalBusinesses

CommunityOrganisations

LocalAuthority

GP / NHS

Local Media

How Beat the Street works

Beat the Street delivers clear, measurable outcomes through:• Understanding our audience – working across communities including

the hardest to reach• Delivering an evidence based programme • Creating an engaging high profile campaign across multiple platforms

The transtheoreticalmodel of behaviour change

underpins Beat the Street12 13

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“If we want to improve the health and wellbeing of the country we need to be ambitious, provide a clear narrative to get peopleactive and support them on their journey. Physical activity has more health benefits than any othersingle intervention and is the means to a healthy community.”Dr William Bird MBE

WolverhamptonSandwellBirminghamIsleworthSt. Pölten and Weiner NeustadtNottinghamRhondda Cynon TafNorth LanarkshireReadingTendring, EssexLiverpool South and NorthWaltham ForestNewhamTower HamletsHackneyStranraerSudbury and Great Cornard, SuffolkTerniHounslowSouthallSalfordBelfast

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Beat the Street 2016

Intelligent Health awards

2016Winner

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+44 (0)118 935 7371businessdevelopment@intelligenthealth.co.ukintelligenthealth.co.uk

Reading Enterprise CentreUniversity of ReadingEarley GateWhiteknights RoadReading RG6 6BU

@Intelligent_Hlt

September 2016

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