We created this campaign based on a simple insight – taxi drivers love to talk. Statistically, 1 in 10 people in Ireland will be affected by depression. Sometimes starting the conversation is all it takes to help those affected.
In an effort to remove the stigma and get Ireland talking about mental health, we connected Free Now and mental health organisation Aware. We organised for Aware to deliver workshops to Free Now taxi drivers in Dublin to help them become mental health advocates.
We created a video documenting the workshops and interviewing some of the taxi drivers about their thoughts and experiences with mental health.
We achieved some amazing results including over 400,000 views in less than a week and media coverage on international radio stations and in major publications including Irish Independent, Yahoo Finance, Fox and NBC.