Dublin Bus: Freedom of The City

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.
Agency: Rothco, part of Accenture Interactive

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.