mytaxi – Drivers of ChangeProject Management, Public Relations, Strategy
As a new brand in the Irish market, mytaxi were looking for ideas to build the relationship with drivers and the Irish public.
Bringing together Ireland’s favourite taxi app, mytaxi and Aware, a voluntary organisation providing mental health services in Ireland, #DriversofChange was launched in an effort to get Ireland talking about mental health. Aware delivered free workshops to mytaxi drivers in Dublin, helping them become mental health advocates and enabling them to talk to their passengers about mental health issues.
Taxi drivers offer the perfect resource to challenge loneliness and depression and give helpful advice in an informal setting. mytaxi averaged 10 millions trips in 2016, which potentially results in 10 million opportunities to open up the conversation about mental health and assist people during their commute in 2018 and beyond.
The campaign video achieved phenomenal results in its first week of posting. To date, the video has reached over a half a million people (530,169 people in total), with 403,447 video views and 3,552 reactions, comments & shares. The video was so impactful that 877 people shared it to their personal networks.
The media outreach campaign was hugely successful and resulted in press coverage in eight countries, with articles in 24 Irish publications including Independent, The Journal, Lovin Dublin, Evoke, Newstalk and over 200 international publications. The international coverage included publishers such as Yahoo Finance, Fox, NBC, and was covered in health publications such as Washington Psychiatric, Senior Psychiatrics and Health Technology Net.
The campaign has been such a success that the aim for 2018 for mytaxi is to expand the workshops to four more regions in Ireland, engaging even more drivers and offering more possibilities to impact positively on mental health in Ireland.