Dublin Bus | RichardsDee

Creating a performance-led programme to help Dublin Bus drivers understand and deliver the KPIs that protect our future.

The challenge

Dublin Bus needed to rally 3,500+ drivers behind a new set of service excellence targets – creating urgency, fostering understanding and most importantly, motivating action. The campaign needed to be plainspoken, motivating and operationally grounded to ensure drivers not only understood the KPls but felt responsible for them.

With a workforce spread across multiple depots, working varied shifts and often without regular access to online communications, the internal change programme needed to meet drivers where they are. This meant designing a solution that fits around their schedules, brings the message directly to each depot, and creates moments that are not only informative, but also memorable. The aim was to ensure every driver felt informed, included, and valued as part of the journey.

The solution

Working with Genesis and Dublin Bus we developed the the full process from insight to execution, delivering a cohesive internal campaign rooted in clear strategic planning and employee engagement.

1. Strategy & programme development

We worked hand-in-hand with leadership to:

Redefine the challenge: linking performance, pride and customer value.
Design the full programme structure, including process from the get go, internal rollout, toolkits and depot integration.
Create a phased plan: from management engagement through to creative deployment, with parallel training and support.
Develop modular messaging frameworks tailored to the four KPls and mapped to a driver’s daily journey.

2. Workshop facilitation & culture activation

We facilitated strategic working sessions and co-designed a driver engagement programme that included:

A leadership and peer-to-peer engagement model, reinforcing the interdependence between drivers, controllers, and depot managers.
A consistent workshop agenda for depot managers to run with their teams.
Scripts, infographics, and videos to ensure consistency across each Dublin Bus depot and its 3,500+ drivers.
Scenario-based learning and locally relevant case studies to bring the KPls to life and spark discussion.

3. Creative campaign development

We developed the campaign idea “Every Stop Counts”, positioning every minute, fare, and action as part of a collective mission. Visually, we drew inspiration from fitness and navigation apps-gamifying performance and bringing KPls to life through a human-centered lens. We translated strategy into a high-impact campaign:

Simplify complex KPI language into plain English drivers could relate to.
Reframe compliance as personal achievement through motivational behavioural framing.
Reduce 16 messages to 10 – clear daily actions mapped to the driver journey.
Developed “Every Stop Counts” campaign with clear KPI icons, simplified graphics, plain English copy and emotive messaging grounded in pride and purpose.
Toolkits for trainers and depot rollout include KPI posters, infographics, handouts, notice boards, and in-vehicle prompts to make the message unavoidable but engaging.

Delivery

We developed and delivered a suite of assets tailored to depot environments, ensuring broad accessibility and engagement:

Change programme process and project methodology
Management engagement and buy-in
Campaign concept, assets, and naming
Creative assets including posters, brochures, branded folders, and digital signage
Manager workshop tools, templates & scripts for facilitated conversations across depots
Facilitation support and training to managers to help them deliver the message confidently and consistently.
Templates for capturing depot feedback and driver input
Video Storyboards & Messaging Scripts: To convey the “why” behind the targets
KPI Infographics: Showing how each action impacts performance and penalties

The value we added

We developed and delivered a suite of assets tailored to depot environments, ensuring broad accessibility and engagement:

Facilitated culture change: By connecting the dots between internal behaviours and external consequences, we helped shift organisational mindset from reactive to proactive.
Clarity Through Strategy: We aligned Dublin Bus’ service targets with everyday driver actions using clear, motivating messaging and behaviourally-led communication frameworks.
Creativity With Purpose: Our campaign helped humanise operational data, turning abstract metrics into meaningful, actionable moments in the driver’s day.
Cultural Shift: By bridging the gap between management, controllers, and drivers, we laid the foundation for a culture of accountability and pride.
Sustained Engagement: Our modular tools and gamified approach set the stage for long-term engagement-not just a one-off push.
Business Impact: The campaign helped increase awareness of performance drivers that directly impact contract renewal, pay, and job security.