First Bus uses video campaign to raise confidence in bus use

First Bus has launched a series of tongue-in-cheek videos to boost passenger numbers after its survey revealed more than one in five people in Glasgow avoided buses due to a lack of confidence in how to use them.

The campaign features short, light-hearted clips entitled “How to get off a bus!”, “How to pay like a pro!”, and “How to catch a bus!” which are shown on YouTube, online and on the Sky, STV and ITV platforms.

The First Bus survey found younger respondents were most likely to report lack of confidence preventing them travel. Among 18-24-year-olds, the figure was 28% compared to the 22%, which was the overall average, and the 19% for over-55s.

More than a quarter of those surveyed (27%) felt they would benefit from a “how to guide” for buses. Although 36% of respondents were regular bus users, 37% said they “virtually never” used them. Of the latter, 42% said this was because they preferred to travel by car.

Duncan Cameron, Managing Director of First Bus Scotland, says: “Bus is one of the cheapest and most environmentally friendly ways of getting around the city, and so we’re keen to ensure that everyone has the confidence to jump on board and use it as their first choice of transport.

“We understand that if you’ve not used a bus in years, or if you didn’t grow up hopping on and off buses, you might feel a little unsure or apprehensive about where to start, or how to travel for the best price.

“We’re proud of the ways in which we’ve upgraded our payment systems and on-board facilities – from Tap On Tap Off technology, to on board charging and wi-fi – to make travelling with us easier and more comfortable than ever. So, this campaign is all about making sure that Glasgow has the information and confidence it needs to open up this pocket and planet friendly way of travelling to all.”

The survey was carried out by YouGov and had a sample size of 1000.