A new Government campaign has been launched to urge older and eligible disabled people to make the most of free bus travel to meet friends, connect with nature and visit new places.
The “Take the Bus” campaign is targeting people aged 66+ 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 pandemic.
The campaign reminds pass holders of the benefits of using bus travel, including staying active, visiting new places, taking up hobbies and seeing friends and family.
Adverts will 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.
Transport Secretary Mark Harper 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.”
David Sidebottom, director at the independent watchdog Transport Focus, said: “Passengers tell us that buses are a vital lifeline to help them see family and friends, visit highstreets, get to essential appointments, and connect them to the places and things they love.
“This campaign is great news for bus pass holders and hopefully they will take full advantage to get out and about and travel to places old and new.
“In Transport Focus’s forthcoming research 91 per cent of free pass holders told us they knew a fair amount about their local bus service, so now is a great time to give it a go and take the bus.”
Simon Pearson, Chief Commercial Officer of First Bus said: “The bus is an ideal way for older people to get out and about and enjoy life in their local area and beyond.
“Bus travel adds the experience of the day, whatever you have planned. At First Bus we’re excited to welcome more customers on board to discover where a concessionary pass can take them.”
Councils across the country spend around £1 billion on concessionary travel, provided through Government funding from the Department for Levelling up, Housing and Communities, to provide free travel via local bus operators to elderly and disabled concessionary pass holders.
Jason Prince, Director of the Urban Transport Group said: “The bus is a great way to access the best of what our city regions have to offer, whether that be world-class cultural experiences, great green spaces, or brilliant places to socialise and to shop.
“Local transport authorities play an important part in connecting our local communities and we encourage older people and those with disabilities who are eligible for a free concessionary pass, to take the bus and explore their local areas.”
