The new ‘Take the Bus’ campaign is targeting people aged 66 and above, and disabled people who are eligible for a concessionary pass, to encourage them to use the free bus travel available.

The move comes as statistics show concessionary journeys are down by more than a third since before the COVID-19 pandemic.

The campaign reminds passholders of the benefits of using bus travel, including staying active, visiting new places, taking up hobbies and seeing friends and family – while saving money on travel. The new adverts encourage pass holders to ‘Take the Bus’, with posters and social media assets made available for local authorities, bus companies and others to customise, co-brand and use in their area.

Along with the government’s £2 bus fare cap scheme, the campaign aims to get more people using the bus to help reduce congestion and emissions while supporting the bus industry and helping grow the economy.  

Mark Harper, Transport Secretary, said: 

"We want those eligible to embrace all the benefits their concessionary pass can bring, with free bus travel allowing them to enjoy great trips out – all they need to do is ‘take the bus’. Around £1 billion a year of central and local government funding goes towards concessionary passes to help older and disabled people get out and about while saving them money and helping grow the economy."

Cora Woodhouse, Marketing and Customer Service Director, Arriva, said:

"We’re pleased to be working with the Department for Transport to support and encourage concessionary travel across our network. We are keen to remind the communities we proudly serve every day that we are here to connect them to the places they want to get to and the people they love and for no cost with a concessionary pass."