Nearly 1.5 million Australian adults don’t have a drivers licence. This can be a by-product of language barriers, disability, severe anxiety, financial hardship, and other life circumstances. However, not having the freedom to drive can hold individuals back from gainful employment, physically connecting with family and friends and in regional areas can be geographically isolating.    

As part of our brand purpose to provide mobility for all, Toyota created a program to help Aussie Adults gain the confidence they need to get their drivers licence. Kicking off with an online content series designed to inspire those who have faced certain barriers and challenges preventing them from getting their licence. The series, Find Your Drive, follows four Australian adults, Zac, 30, partially deaf in both ears and vision impaired; Suzzanna, 48, who has failed her learner’s test six times; Harley, 32, who suffers from ADHD and Maddy, 35, a diabetic single mother.    

Over three episodes our hopeful drivers work with expert driving instructors, counsellors and a VR driving school, as they navigate their own personal challenges and the roads ahead. 

Vin Naidoo, Chief Marketing Officer Toyota Australia said “As a global brand Toyota is a company that is about delivering happiness for all, with a commitment to not only delivering ever better cars, but more importantly delivering greater freedom for all. The Find Your Drive project is a perfect demonstration of this vision.”  

The series was shot over three months, documenting the lives of the four cast members, up until the moments of their final driving exam.

After the release of the final episode, countless Australians have been inspired to overcome their own personal barriers and finally find their drive. An online resource will be rolled out over the coming months to help the public take the same steps they saw in the series to help them find their drive and will be supported with PR, OOH, radio, digital and social, along with in-dealership activity.