In 2008, Dublin Bus launched the Travel Assistance Scheme to help those with disabilities travel around the city using public transport of their own, to show that all passengers are equal. Rothco wanted to show the life-changing impact of the scheme. Choosing a disabled person as the focus of its campaign would have had the usual heart appeal. But the agency decided to celebrate an employee behind the programme, Dublin Bus travel assistant, Roger Flood. 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.

Roger is loved by the participants of the scheme. Rothco recognised the power of their love for him. More than 100 previous participants of the scheme were approached and asked to take part in the advert. While their needs and disabilities varied, they all had one thing in common – newfound freedom.

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 everyone to live everyday lives, but nobody wants to be categorised as ‘in need’ for wanting the same as everyone else.

Alan Kelly, chief operating officer at ROTHCO, commented, “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, added, “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.”

Credits 

Agency: Rothco, part of Accenture Interactive

Creative Director: John McMahon

Chief Creative Officer: Alan Kelly

Executive Creative Director: Jen Speirs

Senior Copywriter: Eoin Conlon

Art Director-Creative Director: Shay Madden

Senior Account Director: Emily Lyons

Senior Account Manager: Aoife O’Shea

Account Manager: Laura Redden

Account Executive: Conor Young

Agency Producer: Karina Cotter

Agency Executive Producer: Jess Darby

Head of Production: Margaret Levingstone

Senior Strategist: Darius Pasalar

Strategist: Katie Cleary

Graphics: Gabriel de Souza Teixeira

Designer: Gerry Sexton

Production Company: Antidote

Executive Producer: Andrew Freedman

Director: Jamie Delaney

Post Production: Screen Scene

Client: Dublin Bus

Marketing & Information Manager: Mary Ryan

Marketing Executives: Regina Graham, Claire Corcoran & Kate Furlong