Dublin Bus, a cornerstone in Dublin's transport network, is facing a unique challenge. Despite active recruitment, there are hurdles in hiring enough drivers to meet the city's needs—issues magnified by public criticisms around the role.

My objective is to pivot this narrative. I aim to showcase the driving job as not just a role but a noble profession, open to anyone regardless of age, nationality, or gender identity. To effectively reach a broad range of potential candidates, I've developed diverse personas and crafted messages that speak to each.

Visuals play a part in this communication strategy. A graphic representation of a potential driver's face, layered over a map of Dublin, symbolizes how integral drivers are to the city's functionality.