Dublin Bus, Dublin city’s public bus operator, has been a key sponsor of the Dublin Pride parade for over ten years. However, Dublin Bus was concerned that there has been increased pushback by the LGBTQ+ community on what it sees as commercial brands using pride as a branding exercise. It was critical that the Dublin Bus brand continued to be seen as a genuine partner to the parade, and not band wagoning on the LGBTQ+ community. The brief was to demonstrate the brand’s purpose and diversity and inclusion commitments through its continued sponsorship of Dublin Pride.

Riding on a Dublin Bus is one of the few places where people of all ages, backgrounds and orientations come together in our city. But some of the elderly LGBTQ+ are not on board at Pride. This year, Dublin Bus decided to rectify this and give them the Pride they never had. Dublin Bus created a special route to bring them into the community - The Long Road to Pride. On one very special bus, the generations came together, and finally took the significant journey on The Long Road to Pride. The outcome was an opportunity to bring to light the struggles faced by the older LGBTQ+ generations. The film reminds us of just how important Pride is as a beacon for individuals, communities and nations who have yet to travel as far.