Island pupils step up to the WOW - the walk to school challenge
Published: 2 October 2025
Children across seven Isle of Wight schools are putting their best foot forward this term as they launch the 'WOW - the walk to school challenge', a national initiative from charity Living Streets aimed at encouraging active travel.
The scheme got off to a lively start with a visit from Strider, the colourful WOW mascot, who greeted pupils at the school gates and made appearances throughout the day.
Strider was joined by the Isle of Wight Council’s road safety officer, Lewis Campbell, and the Living Streets WOW coordinator, Juliette, who helped kick off the campaign with badge giveaways and plenty of enthusiasm.
WOW encourages pupils to walk, wheel, cycle, scoot or ‘Park and Stride’ to school, rewarding those who do so at least once a week with a monthly badge.
The initiative is already active in more than 2,000 schools across the UK and has been shown to reduce car journeys to the school gates by 59 per cent, while increasing walking and wheeling by 18 per cent.
The schools which took part in the Strider launch events were:
- Greenmount Primary
- Dover Park Primary
- St Blasius C of E Primary
- Brading C of E Primary
- St Francis C of E Primary
- Gatten and Lake Primary
- Queensgate Foundation Primary
Junior Travel Ambassadors (JTAs) at participating schools are playing a key role in the rollout, acting as WOW ambassadors. They’ll be responsible for tracking travel data using the Travel Tracker and distributing badges each month.
Mr Campbell said: “We’re thrilled to be launching WOW on the Isle of Wight alongside our Junior Travel Ambassador scheme.
"We’re asking families to consider active travel at least once a week and experience the benefits for themselves, while helping to improve road safety around schools.”
The JTA scheme provides schools with road safety resources and supports peer-to-peer education, contributing to School Travel Plans and helping schools work towards Modeshift STARS accreditation.
The council funds this programme for all schools, aiming to build healthier, safer and happier school communities.
Living Streets chief executive, Catherine Woodhead, added: “We’re delighted that schools on the Isle of Wight are joining the WOW challenge.
"Walking and wheeling to school keeps us fit, healthy and happy and it’s a great way to reduce congestion and pollution outside the school gates. It’s a win-win!”
Families interested in learning more about the WOW challenge or the JTA scheme can contact the council’s road safety team at roadsafety@iow.gov.uk