Alternative advent calendar helps south Essex cyclists gear up for Christmas

A festive initiative in south Essex is using prizes as an incentive to get more people on their bikes in the run up to Christmas.

The #WinterWheelers advent calendar has been organised by the ‘Love to Ride’ campaign in south Essex – an online platform which uses behaviour change to encourage more people to cycle.

The calendar is part of a wider active travel programme being delivered in south Essex through Ideas in Motion*, a three-year project funded by the Department for Transport’s Access Fund.

Once registered for #WinterWheelers, cyclists log details of their daily ride to enable them to unlock advent windows for the opportunity to win prizes. The number of calories burned along the way is also recorded.

Prizes include winter cycling gear from brands including Proviz, Blaze and Torch, plus vouchers to buy a new bike from their local bike shop.

There are also prizes for cyclists who clock up the most miles in December, and for those who encourage others to take up cycling.

Tony Cox, Southend-on-Sea borough councillor, said:

“Christmas is often an expensive time of year and also a time that we all indulge in some unhealthy treats.

“This campaign is all about encouraging cyclists to get active on their bikes and maybe even win an early Christmas present in the process.”

*Ideas in Motion is a collaboration between Essex County Council, Southend-on-Sea Borough Council and Thurrock Council. It aims to boost active travel in south Essex and link people up to education, training and jobs that they might otherwise have considered out of their reach.