Dublin Bus Empowers Disabled Passengers with Celebration of One Man’s Life-Changing Work
One in seven people in Ireland have some form of disability, whether this is visual impairment, the use of a wheelchair, or those with Down’s Syndrome or Autism. Those with disabilities have needs that are varied and often completely individual – needs that can be a barrier when not accounted for, making everyday activities difficult for some. These activities all require access; something that people without disabilities often don’t think twice about. Access allows us to live our lives, but nobody wants to be categorised as ‘in need’ for just wanting the same as everyone else.
In 2008, Dublin Bus launched the Travel Assistance Scheme to help those with disabilities travel around the city using public transport of their own, proving that all passengers are equal. ROTHCO, part of Accenture Interactive, wanted to show the life-changing impact of the scheme. To do this, they chose to celebrate the employee behind the programme, Roger. In his role, Roger has given freedom of the city to more people than anyone in Dublin’s history, supporting and enabling the disabled community.
Those who have been through the scheme know the power of what Roger does and have experienced a new level of freedom. ROTHCO and Dublin Bus knew they should be the voice of the campaign, as their sheer love for Roger and the scheme says more than any typical advert could. Over 100 previous participants of the scheme were approached and asked to take part in the advert. Whilst their needs and disabilities varied, they all had one thing in common – a newfound freedom in their lives.
The resulting documentary-style video sees Roger led to believe he is shooting a how-to style video about the scheme, when in fact he was at the centre of something bigger. In the film, previous participants are brought by bus to the Dublin Bus depot to surprise Roger and thank him for his work. Not only this, but viewers also hear about the participants’ personal journeys to freedom. Finally, Roger is welcomed by the Lord Mayor of Dublin and informed that the Travel Assistance Scheme will be honoured with a Lord Mayor of Dublin Award for its contribution to the city.
Alan Kelly, COO at ROTHCO, comments: “‘Bigging someone up’ has never caught on here in Ireland. It’s just not the done thing. We have a highly effective tall poppy syndrome at work here to keep up all in check. However, there are exceptions. Roger Flood, the Travel Assistant at Dublin Bus, is that exception. This is the story of someone who goes above and beyond to help others every single day and nobody who watches this film will grudge him his two minutes in the spotlight. Some heroes don’t wear capes, they wear hi-vis Dublin Bus jackets.”
Mary Ryan, marketing manager of Dublin Bus, adds: “As part of our ambition to drive inclusivity and diversity, truly representing our real customers, we’re delighted to be able to continually offer this incredible service to the community we serve every day. This scheme is just one other way in which we help to move all the people of Dublin around the city. With the NTA, we hope that this campaign will give recognition to those dedicated to working in the scheme, but even more so, bring awareness of this amazing resource to those who will benefit most from it.”
