1. 2. The idea
1.1. University students are more and more aware of environmental issues and increasingly willing to act on those concerns.
1.1.1. Protecting the environment is important for 96% of Europeans.
1.1.1.1. Source : Directorate-General for Environment, TNS Opinion & Social network (2008). Attitudes of European citizens towards the environment. Eurobarometer surveys. [online]
1.2. The inspiration
1.2.1. Inspiration : the app Forest > Stay focused and plant real trees on Earth ! Concept : User sets a period of time and puts down his phone. As time goes by, the sapling will grow gradually. If the user stays focused, the sapling will turn into a big tree and he will earn virtual coins. Thanks to Trees for the Future (a non-profit organization), users can plant REAL trees with their virtual coins. For now : 683,930 trees planted by Forest.
1.2.1.1. Source : Forest - Stay focused, be present
1.2.2. This app goes well : students are happy to use it and to plant trees at the same time. Why don't we do the same ? Instead of studying, imagine this app with cycling !
1.2.2.1. "Brilliant app with a great environmental side. Allows me to work without being distracted and help the environment at the same time."
2. 1. The target
2.1. Students and cycling
2.1.1. What is a student ? = "a person who is learning at a college or university"
2.1.1.1. Source : Dictionary of Cambridge
2.1.2. "only 8.7% of students use a bike for their commute in the UK"
2.1.2.1. Source : https://www.nus.org.uk/en/news/cycling-students/
2.2. Why students don't use a bike ?
2.2.1. They don't have a bike and they don't want to rent one
2.2.2. They are used to take public transports with their friends or to walk
2.2.3. In other words : it's not part of their habits !
2.2.4. "Lack of awareness of existing cycle paths and infrastructure was identified as a reoccurring issue."
2.2.4.1. Source : University of Edinburgh, How do we get students cycling more at universities and colleges in Edinburgh? (2015)
2.3. What is the target ?
2.3.1. I believe college students are not our target. Why ? Because they are too young : most of them take the bus or are driven by their parents to go to school. They are not enough independant to change their habits.
2.3.1.1. We are targeting university students who usually take public transports or walk to go to school. They are independant, young and willing to change their habits. Besides, they often use their phone so a mobile app could attract them.
3. 3. The solution
3.1. A mobile app : fun and eco-friendly
3.1.1. How ? User launch the app before cycling and earn coins for each kilometers they do. With those coins, they can plant real trees !
3.2. Why is this a good solution ?
3.2.1. Because university students are obsessed with their phone. It would be easy to convince them to try this app !
3.2.2. With this app, they have a simple mission : cycle to plant real trees.
3.3. How ?
3.3.1. A partnership with an non-profit organization, perhaps Trees for the Future.
3.3.2. How is Forest App doing ? "each time a user spends 2,500 virtual coins on a real tree, Forest donates real money to Trees for the Future, which uses that money to plant a tree in Africa." Note : it takes a bit of time but you can invest additional money in the app.
3.3.2.1. Source : https://mashable.com/article/forest-app-productivity-focus-review/?europe=true