Purpose:
The city of Bradford (United Kingdom) has developed a project called “Citizen Coin Bradford” as part of the “Stronger Communities Partnership’s Strategy and Delivery plan” as one of its goals to increase civic participation. This means getting more people from all backgrounds to connect with others, participate in civic life and get involved in their own communities through local activities.
Stimulus/Rationale:
The Citizen Coin scheme enables people to earn digital discount coins when undertaking social value activities, such as volunteering, that they can then use to get discounts off goods and services. Those earning the digital discount coin can also choose to donate their coins to other people and organisations.
Process:
Bradford is using pioneering technology to involve all its citizens in the opportunities that the city and district offers. Through an app-based technology, the Citizen Coin scheme rewards people for doing social good, connects local voluntary organisations with their neighbourhoods, and communities with businesses, just when the local economy needs it most. Bradford believes in the power of sharing kindness, creating a culture where people help each other to feel safe, get along, get involved and get on.
The project is ‘holistic’; underpinning the Council plan by promoting better skills, creating more good jobs and better health. It supports the community to ensure they create safe, strong, active communities, whilst helping the local economy to grow, sustainably.
The Citizen Coin Bradford project:
- increases civic participation;
- increases opportunities for social interaction to take place between people who are different from each other;
- increases use and spending with local services and retailers;
- changes perceptions around doing social good;
- increases involvement and engagement in local activities with people who would not normally participate;
- increases participation of people from low-income households in civic and social activities.
Organisations, charities and projects rely on local people giving their time to get involved in all sorts of activities. Not only does Citizen Coin gives these groups/organisations a free platform to advertise and recruit people - it gives them a unique way to say ‘Thank you’. The platform also creates an innovative ‘social CV’ for each user by recording what they have done and what they have earned. This means that Bradford city now has transactional data on a broad range of social value activity. For example, the social value generated and recorded in less than 12-months equated to £103,968.
The positives for Bradford’s businesses are many, for example: it helps to keep spending local, connecting businesses with local citizens and helping retailers meet corporate social responsibility goals allowing them to reward customers. In a time of increased uncertainty for high streets Citizen Coin has helped get customers through the door with bespoke offers, giving retailers freedom to tailor promotions to increase consumption of specific stock or incentivise an additional snack to go with that free coffee. Unlike other schemes there is no deficit in the amount of voluntary skills on offer or available opportunities. Ultimately Citizen Coin offers businesses the flexibility to do what they need to do to increase their customer-base and give back to the community, all at zero cost.
As for citizens – the city has already started to see some positive behaviour change and good outcomes achieved. People are volunteering more, up-skilling, getting into paid or better jobs, more footfall for businesses, and there are more active active and healthier communities.
The technology was developed in 2020; with extensive concept and user testing with all stakeholders. The scheme went live in December 2020, Volunteer’s Day. In the midst of a pandemic, the project was over target by 300-450% in all areas. Due to Covid challenges, the project only really started to come to life after April 2021.
Impact:
As of April 2022 there were:
- 817 registered users
- 112 retailers offering discounts off goods and services
- 60 rewarding organisations using the scheme to advertise activities
- 3117 coins earned
- Social Media Reach: LinkedIn, Twitter, Instagram and Facebook.
Key reference documents:
For more information see the website: https://bradford.citizencoin.uk/
