Walking Wednesdays, Cycling Fridays

Walking Wednesdays, Cycling Fridays is a playful, accessible behavior change campaign developed by de Beweegalliantie, Mulier Instituut, Haagse Hogeschool, Brancheorganisatie Kinderopvang and BYCS, during a 7-month INSEAD training with Van Leer Foundation. The initiative encourages toddlers, primary school children, and their families to walk or bike to and from school. It promotes lifelong healthy habits and helps cities become more liveable and equitable from a young age onward.

Wandel Woensdag, Fiets Vrijdag is onderdeel van het bredere START-programma van BYCS, waarin we samen met gemeenten en scholen inzetten op een vitale, fietsvriendelijke generatie. De campagne is ontwikkeld door de Beweegalliantie, Mulier Instituut, Haagse Hogeschool, Brancheorganisatie Kinderopvang en BYCS, tijdens een INSEAD training van de Van Leer Foundation.

Challenge & Opportunity

In many neighbourhoods across the Netherlands, especially in lower-income or car-dense areas, children are increasingly driven to school. This limits physical activity, increases traffic congestion and air pollution, and reduces children’s independence and sense of belonging in their community.

Walking Wednesdays, Cycling Fridays addresses this by encouraging active mobility as a daily routine — making walking or cycling fun, social, and visible.

The opportunity? Build routines in early childhood that support lifelong well-being, and turn the school commute into a shared civic ritual.

Programme Theory of Change

Inputs:

  • A ready-to-use toolkit for schools and childcare centers.
  • Engagement materials (stickers, posters, flyers, banners, reward systems).

Activities:

  • Weekly themed walking or cycling days.
  • Integration with lessons about health, environment, and traffic safety.

Outputs:

  • High participation of toddlers and their families.
  • Visible mode shift in daily commuting.
  • Increased conversations around mobility and the public space.

Outcomes:

  • Improved physical and mental health among children.
  • Reduced car traffic around daycares, preschools and schools.
  • Enhanced community cohesion and road safety.

Impact:

  • A new generation for whom cycling and walking are joyful, natural, and civic actions.

“Walking Wednesdays helped our child enjoy the morning walk again — and we met other parents doing the same.”

Parent, Partou Nederlandhof, Almere

“Sinds Wandel Woensdag zijn ouders veel bewuster gaan nadenken over hoe ze hun kinderen naar school brengen. Het heeft echt iets in gang gezet in de wijk.”

Schooldirecteur De Bron, Haarlem

Pilot Projects

Westland & Haarlem (Schalkwijk)– First full implementation within the START programme (START received the Tour de Force innovation prize in 2022)
Zaandam (Poelenburg) – Collaboration with schools and daycare centres in lower-income neighbourhoods.
Almere (Nederlandhof) – Tested integration with ‘Flammie’s Journey’ box to support storytelling and home activities.

Each pilot included baseline measurement, weekly activation, and follow-up evaluation on behaviour and impact.

The programme has received support from:

  • Gemeente Westland, Haarlem, Zaanstad, Almere
  • Beweegalliantie (in-kind communication support), Van Leer Foundation, Brancheorganisatie Kinderopvang
  • Mulier Instituut & Haagse Hogeschool, M&E
  • Maki, design

The programme is open for co-financing and scaling in other municipalities or international contexts. Municipalities, schools, and local health agencies are invited to join or pilot the campaign in 2025-2026.