There’s nothing quite like seeing a client’s hard work recognised on a major stage. We couldn’t be prouder to share that Bus Éireann swept The Changemaker 2025 awards, winning both the Marketing Initiative award and the coveted Overall Winner title for their brilliant “My best move, yours too” campaign.
The Marketing Initiative category honours those who have delivered powerful messaging that not only drives results but also resonates deeply with their audience, creating memorable and meaningful connections
How Connelly Partners Transformed Bus Éireann’s Recruitment
Connelly Partners delivered a game-changing recruitment campaign for Bus Éireann that went beyond traditional job advertising. Facing a nationwide talent shortage and urgent need for workforce diversification, the “My Best Move, Yours Too” campaign reimagined how public transport could attract and inspire career changers.
The Challenge
Bus Éireann confronted a dual problem: scaling their workforce while addressing significant gender imbalance in operational roles. Traditional recruitment methods weren’t delivering the volume or diversity needed, particularly among women who didn’t see themselves reflected in the industry.
The Solution
Rather than generic job ads, Connelly Partners centered the campaign on authentic employee stories, real drivers who had changed careers and found purpose, stability, and joy in public transport. This emotional storytelling approach reframed bus driving from a routine job into a fulfilling, future proof career path.
The campaign strategically deployed across multiple channels including VOD, digital audio, Meta, TikTok, and media partnerships, using data driven targeting to reach career changers and underrepresented groups.
Results
The campaign delivered exceptional outcomes: a 5x increase in applications, female driver representation rising to 11.2%, and 25% of trainee drivers now being women.
Beyond numbers, the campaign shifted perceptions, challenged stereotypes, and created lasting emotional connections between the brand and its people, proving that purpose driven marketing delivers measurable business impact.
This win reinforces something we’re passionate about: great marketing isn’t just about clever creative or smart strategy in isolation. It’s about bringing both together in service of something bigger, creating work that matters to real people and drives real change.
Have a look at the work below:
