Transport for Ireland (TFI), the National Transport Authority (NTA), and the Department of Transport have joined forces with Connelly Partners to launch a major nationwide campaign, “Respect the People Behind Every Journey.” The campaign aims to foster greater empathy, patience, and everyday courtesy towards the frontline staff who keep Ireland moving.
On the launch of the campaign, Michelle McCann, representing Transport for Ireland, remarked: “This campaign is about recognising the people behind the wheel and behind the scenes who keep the Transport for Ireland network moving every day. At the National Transport Authority, we were delighted to work with our colleagues in the Department of Transport and Connelly Partners to shine a light on their contribution. We are especially grateful to the staff who took part.”
The campaign reminds passengers to see the person behind the uniform before venting frustration. By shifting the conversation away from standard finger-wagging and toward mutual human connection, the initiative encourages commuters to see the person behind the role, and remember that respect goes both ways.
The campaign is built on a clear behavioural insight: uniforms often create an emotional barrier, making workers an easy target for commuter stress. By stripping back that barrier, the creative bridges the gap between passengers and staff, reinforcing that public transport is built on shared human experiences.
To bring that truth to life, Connelly Partners put six real transport workers from across the network at the centre of the campaign. Rather than staging actors, the creative captures these workers in their genuine off-duty environments, spotlighting their personal passions and weekend pursuits, as well as telling their stories across a series of audio ads. From camogie refereeing and football coaching to cooking, distance running, dance, and adventure sports, the resulting creative celebrates the multifaceted lives of the individuals serving their communities every day.
Lyndsey Drea, Head of Communications in the Department of Transport said, “The Programme for Government is clear in its commitment to enhancing safety, security, and passenger confidence across the Transport for Ireland public transport network. This campaign, developed collaboratively between us in the Department of Transport and our colleagues in the National Transport Authority, is a reflection of that Government commitment – amplifying real staff voices, designed to promote respect for our critical public transport staff and support a safer, more inclusive public transport environment for everyone.”
“Respect the People Behind Every Journey” is live nationwide across TVC, VOD, radio, digital audio, press, OOH (including high-impact train station takeovers), and across social platforms.
Creds:
Brand: Transport for Ireland & Department of Transport
Transport for Ireland, Marketing Manager: Michelle McCann
Transport for Ireland, Senior Marketing Officer: Zoe McCracken
Transport for Ireland, Marketing Executive: Alanna Cassells
Department of Transport, Head of Communications: Lyndsey Drea
Department of Transport,Communications Manager: Fiona Hyde
Department of Transport,Communications Specialist: Frank Condon
Agency: Connelly Partners
Creative Director/Copywriter: Sam Moorhead
Senior Art Director: Andrew Clare
Account Director: Karla Whelan
Senior Account Manager: Megan Dooge McConnell
Account Executive: Catherine Duggan
Photographer: Dylan Madden
Editor: Joe Morris
Sound Recording: Percy Chamburuka
Sound Mix: Scimitar
