Young Scot – Low Carbon Rewards – Scotland

Young Scot rewards young people for making choices that have a positive impact on themselves, their communities, and the environment. Youth in Scotland can sign up for a free social gaming card, which they can use to do fun activities and earn rewards. This approach is pioneering in the arena of behavior change, and has been invaluable in engaging low-carbon lifestyles.

Fast facts

More than 500,000 Young Scot smartcard holders;
Over 10,000 participants in first year;
85 point-rewarding activities;
75 types of rewards;
Reach of nearly 2 million through social media.

The problem

The environment and climate change are serious issues for all the world’s inhabitants – especially youth, as they will inherit the planet. Yet even in industrialized societies, there is often little awareness on these issues – so old, environmentally destructive habits remain the norm.

The solution

Launched in 2012, Young Scot Rewards is an online platform that looks to harness social gaming for social good. By participating in hundreds of activities – from attending workshops to volunteering – young people earn points that can be exchanged for rewards. Points are given to promote low-carbon lifestyles, for example: eating and growing local produce; recycling or re-using and taking steps to reduce waste; making low carbon travel choices, including riding on public transport, cycling, and increasing walking; getting involved in local climate challenge projects; and reducing energy consumption in the home.

Points earned can then be used to claim rewards, including “money can’t buy” experiences available locally and nationwide. These have included the chance to interview celebrities; “behind the scenes” experiences at sustainable fashion events; entrance to festivals and other cultural events; work-shadow opportunities in the environment sector; and family safaris. Rewards can also include goodies such as recycled frisbees; up-cycled wallets; bicycle safety equipment; fuel-efficient driving lessons; and tree donation certificates. Participation is free.

Helping the planet

The program contributes to the goal of reaching a carbon-free Scotland through increasing awareness among young people about climate change and green living, and by increasing their participation in eco-friendly actions. The program thus makes a viable, sustainable contribution toward the reduction of greenhouse gas emissions.

Helping people

Born of the belief that young people are masters of their own lives, the project’s highly participative approach assures that young people are involved much earlier in decision-making. Youth participants are encouraged to develop informed insights, ideas, and solutions to social and environmental problems. Through the program, youth are able to reflect upon valuable experiences, building a conscious generation and preparing them for future challenges.

Spillover effect

The model of rewards and incentives for low-carbon behavior change could be easily adapted to other demographics and geographical locations. Young Scot is keen to share this model with other countries, and is currently in discussion within the European Youth Card Association to replicate this model for young people across other European countries. A number of major stakeholders, including the Scottish government and UNICEF, are already involved in the project. It is expected that many more organizations involved in climate change mitigation and adaptation will sign up for the scheme.