The able bodied community often misunderstand or dismiss those with disabilities. However, at Dublin Bus, all their passengers are seen as equal, even regardless of the public transport network they need to use. That’s why they created the Travel Assistance Scheme, a program designed to teach vulnerable passengers to travel independently around Dublin on any mode of public transport. Since its infancy the scheme has been run by one man, Roger Flood – a selfless individual who has given freedom of the city to more people than anyone in Dublin’s history.
Because those who have been through the scheme know the power of it and have experienced the freedom it has afforded them, we wanted them to be the voice of the campaign. Their sheer love for Roger and the Travel Assistance Scheme said more than anything a typical ad could. To encourage the previous participants of the scheme to take part in our campaign, we went and met over 100 of them and some of their carers to encourage them to surprise Roger and thank him for all he does every day. Whilst their needs and disabilities varied, they all had one thing in common – a new found freedom in their lives.
Over the course of the documentary-style video, we allowed Roger to believe that we were shooting a corporate video about the scheme, when in fact he was the centre of our surprise. In the film, we meet the previous participants and bring them by bus to the Dublin Bus depot to surprise and thank Roger. Not only this, but we hear about their personal journeys to Freedom too. Finally, Roger was welcomed by the Lord Mayor of Dublin, and informed that the Travel Assistance Scheme would be awarded a Lord Mayor Award for its contribution to our City.
This is the story of someone who goes above and beyond to help others every single day and give people something everyone should have – Freedom. Some heroes don’t wear capes, they wear hi-vis Dublin Bus jackets.
