Drivers of Change

Connector partnered with mytaxi and Aware to get Irish people talking about mental health.

Connector partnered with mytaxi and Aware for the ‘Drivers of Change’ campaign.
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 mytaxi and Aware. We organised for Aware to deliver workshops to mytaxi drivers in Dublin to help them become mental health advocates.

We created a video documenting the workshops and interviewing some of the taxi drivers on 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 in publications including Irish Independent, Yahoo Finance, Fox, NBC, Wall Street Select and the New York Business Journal.