#FreeToExplore

In 2022, the Scottish Government funded free bus travel for all under-22s, but uptake was slow. So, in April-May 2023, we at First Bus Scotland launched #FreeToExplore, a campaign centred around a grime video to give bus travel street cred. It was successful, so we decided to expand the campaign, but this time with a limited media budget. As a result, we created a streetwear collection and launched it as a limited-edition drop on the eve of London Fashion Week in February 2024. This grabbed press attention and enticed an additional 6,024 under-22s to hop on First Bus every week.