Research shows that walking, cycling and using public transport promotes physical activity which is beneficial for health. However, the way we choose to travel is influenced by the environment and because of this, there is a focus on building towns and cities that encourage people to travel in this way. In new environments, additional strategies such as incentives are often assumed to encourage individuals to walk, cycle and use public transport, but there is not enough research to show whether or not they work.

The ICAN-Northstowe (Incentives for alternatives to the CAr iN Northstowe) study aims to assess the feasibility of a randomised controlled trial of a package of financial incentives to promote alternatives to the car in the new housing development of Northstowe.

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