WOW Walk to School Challenge × School of Influence

WOW Walk to School Challenge × School of Influence

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Brand: Living Streets 
Creators: @mrgteacher, @mister_firth, Inside Voices Podcast
Platforms: Instagram, TikTok, Podcast

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📌 Overview

Living Streets partnered with School of Influence to promote the WOW Walk to School Challenge - a pupil-led initiative encouraging children to walk, wheel, cycle or scoot to school, rewarded with collectable monthly badges. With fewer than half of UK children now walking to school compared to 80% a generation ago, the campaign aimed to inspire teachers to introduce WOW to their schools and drive sign-up enquiries via a clear call to action. SOI placed two of the UK's most-followed teacher creators - @mrgteacher and @mister_firth - alongside a targeted podcast ad on Inside Voices: A Teacher Podcast, reaching educators across social media and in the podcast space simultaneously. Content was boosted via paid spend on Meta and TikTok, extending organic reach further. The campaign delivered over 310,000 combined social views, with the podcast ad showing exceptional audience retention: 66% of Spotify listeners made it to the third quartile, and 39% listened to full completion.

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🎥 Campaign Deliverables

• @mrgteacher - 1× IG Reel, 1× TikTok, 3× IG Stories (17 March)
• @mister_firth - 1× IG Reel, 1× IG Story, 1× TikTok (3 March)
• Inside Voices: A Teacher Podcast - 1× sponsored podcast ad

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📊 Performance Highlights

CREATOR PERFORMANCE - @mrgteacher

Jamie Gilbert - @mrgteacher
Assistant Headteacher, ADHD/SEMH · TikTok 1.2m, IG 252k · Published 17 March 2026

IG Reel (0:48)

• Views: 163,505 | Reach: 81,801 | Watch time: 1d 12h 42m
• Likes: 470 | Comments: 14 | Saves: 50 | Reposts: 10 | New follows: 37
• Audience: 88.2% women / 11.8% men

IG Stories (3 slides)

• Story 1: 1,831 views · 4 @livingstreets sticker taps · 13 profile visits
• Story 2: 1,619 views · 4 link clicks · 5 @livingstreets sticker taps
• Story 3: 1,562 views
• Total story views: 5,012
• Audience: 82.9% women / 17.1% men

TikTok (0:47)

• Views: 9,653 | Total play time: 26h 40m | Avg watch: 9.9s | Full video: 3.25%
• Likes: 449 | Comments: 13 | Shares: 22 | Saves: 41 | New followers: 49
• Age: 35–44 (33.1%), 25–34 (24.6%), 45–54 (23.3%)

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CREATOR PERFORMANCE - @mister_firth

Jordan Firth - @mister_firth
Primary school teacher · IG 47.5k, TikTok 32k · Published 3 March 2026

IG Reel (1:17)

• Views: 128,663 | Reach: 60,122 | Watch time: 2d 3h 26m
• Likes: 454 | Comments: 11 | Reposts: 9 | Saves: 32 | Profile activity: 9
• Audience: 76.6% women / 23.4% men
• Top ages: 35–44 (30.6%), 45–54 (21.8%), 25–34 (20.1%)

IG Story

• Views: 5,585 | Interactions: 30 | Profile activity: 20 | Follower views: 97.7%

TikTok

• Total viewers: 10,100 | Non-followers: 87% | Returning viewers: 53%
• Gender: 69% female / 30% male | UK: 79.9%
• Age: 18–24 (41%), 25–34 (25%), 35–44 (19%)

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PODCAST - Inside Voices: A Teacher Podcast

Sponsored ad Integration · Platforms: All major podcast platforms

Podbean‍

• Downloads: 827 | Avg downloads/month: 414 | Peak: 756 (March 2026)

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Spotify

• All-time plays: 670 | Consumption hours: 153 | Last 30 days streams: 146
• Impressions (Mar 17–Apr 15): 1,478
• Median listen time: 35m 27s (first 7 days)
• Retention: Q1 79% / Q2 73% / Q3 66% / Complete 39%
• Audience: 76.2% female / 22.7% male / 0.9% non-binary
• Geography: UK 90.1%, Ireland 3.2%, Belgium 1.3%
• Age: 23–27 (35.6%), 28–34 (26.8%), 35–44 (14.8%), 18–22 (13.7%)

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🚀 Combined Campaign Totals

• Social views: 312,506
• Social reach: 141,923
• Podcast downloads: 827
• Spotify plays: 670
  

💬 About The Campaign

Living Streets is the UK charity for everyday walking, with a 20-year Walk to School programme that has worked with over 400,000 pupils across the UK. The WOW Challenge is a pupil-led scheme using an interactive Travel Tracker - if children travel sustainably at least once a week for a month, they earn a collectable badge. The campaign objective was to inspire teachers to sign their school up to WOW. SOI managed creator identification, briefing, content approvals, and coordination for paid boost eligibility across Meta and TikTok.

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