Bologna rewards ‘green’ travel with free beer

Travellers in the Italian city of Bologna are being incentivised to give up their cars with the offer of beer, ice cream or cinema tickets. An anti-pollution initiative rewards people who cycle, walk or take public transport. A hundred local businesses have signed up to the programme – called Bella Mossa (or ‘Good Job’) - to give away discount vouchers, the BBC reports. Funded by the European Union and Bologna’s local government, Bella Mossa runs for six months of the year. Users download an app, log thei
November 1, 2018 Read time: 2 mins
Travellers in the Italian city of Bologna are being incentivised to give up their cars with the offer of beer, ice cream or cinema tickets.


An anti-pollution initiative rewards people who cycle, walk or take public transport. A hundred local businesses have signed up to the programme – called Bella Mossa (or ‘Good Job’) - to give away discount vouchers, the %$Linker: 2 External <?xml version="1.0" encoding="utf-16"?><dictionary /> 0 0 0 link-external BBC reports false https://www.bbc.co.uk/programmes/p06pjwck false false%>.

Funded by the European Union and Bologna’s local government, Bella Mossa runs for six months of the year. Users download an app, log their sustainable journeys and exchange the points they receive for goods.

Points are based on distance travelled, with a GPS tracker ensuring people are using the mode of transport which they say they are. You can only log four ‘green’ journeys per day – which means you have to keep using the app over time to build up points.

Urban planner Marco Amadori set up Bella Mossa in 2017 to make sustainable transport attractive: “For the first time we have been able to involve all people,” he said. “Everybody will have the possibility to change a car trip into a bike trip or into a bus trip and be able to get some discount for his good behaviour.”

Last year the app recorded 3.7 million sustainable journeys in Bologna, with 16,000 reward vouchers claimed, says the BBC’s Amelia Hemphill.

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