Cultivating Positive ‘Car-Lite’ Habits to Combat Congestion Through Gamification

The OneEarth Challenge, Land Transport Authority (LTA)


LTA wanted to develop a nationwide campaign to promote positive ‘Walk, Cycle, Ride’ behaviours amongst primary school students, and to reduce road congestion around primary schools.

Living Theories was commissioned to use gamification as a key means of engagement to motivate the students, and to create sustained change in their travel behaviours.


The OneEarth Challenge is a 2-week programme where students go through a game experience that combines both physical and digital elements. 

Students first report their travel mode to school at physical kiosks in school. Students are rewarded in-game for travelling to school via car-lite options. After school, students log on to the digital world where they are met with a diverse cast of characters. These characters provide games, quizzes and info-bites to help students gain knowledge about sustainability.

The programme will culminate in a celebration event where participating schools are invited to do a mass tree planting, and receive personalised OneEarth school completion certificates. 


The programme was adopted by 15 schools in 2024, with over 6,000+ participating students, and will expand to 20 schools in 2025 and 30 schools in 2026.

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