Living Streets [1] is a national charity that campaigns to create a walking nation, free from congested roads and pollution, reduce the risk of preventable illness and social isolation, and make walking the natural choice. Its ambition is to get people of all generations to enjoy the benefits of walking to ensure all streets are fit for walking. Living Streets staff are experts in planning, urban design and positive behaviour changes and offer a range of bespoke consultancy, project management and behaviour-change initiatives, as well as products to help businesses or schools reap the benefits of increased walking levels [2]. The WOW project, for instance is a year-round walk-to-school challenge that rewards primary school pupils who walk to school at least once a week with a monthly collectible badge [3].