Kinetic and These Guys I Know launch new campaign to thank bus drivers

New Zealand’s bus operator Kinetic is shining a light on the people behind the wheel with a new campaign and online content series, Thanks Driver.

The campaign, produced by These Guys I Know’s ‘Lightweight’ division, explores the diverse lives of bus drivers and their passengers, responding to rising on-board anti-social behaviour – including in Tauranga, where it was filmed.

A respectful environment for all

The name of the series, Thanks Driver, nods to simple gestures of appreciation that can make a big difference – not just for drivers, but for passengers too.

Research shows that even small expressions of gratitude positively impact both the person giving thanks and the driver receiving it. It also plays a role in de-escalating any discomfort on board and creating a respectful environment for all. 

“Our drivers work hard to get passengers safely from A to B, but their stories take us much further,” says Calum Haslop, Kinetic NZ’s managing director.

“This series offers a rare glimpse into the lives they lead beyond the wheel. Buses are unique shared spaces where drivers and passengers come together – each playing a part in creating a positive experience on board”. 

Humanise our drivers

Meenal Maharaj, Kinetic NZ’s marketing and communications manager, says: “With Thanks Driver, we’ve set out to celebrate our drivers, humanising them in a truly unique way and share more about who they are as people – motorbike enthusiasts, karaoke stars, basketball players, parents, boxers and accomplished musicians amongst them. Drivers are as diverse and interesting as our passengers – each one has an interesting story to tell.”

Content is being released over social media channels including TikTok, Instagram and YouTube. The standalone website thanksdriver.co.nz also invites visitors to share their thanks online and has gained more than 100,000 views so far.

A look into their lives

The series introduces a diverse range of drivers: Hikitia, who shares how being Māori has shaped her experience on the road; Preston, a philosophical karaoke enthusiast; Jenni-Lee, who balances her job as a bus driver with part-time postgraduate studies in psychology and boxing training; Colin, an accomplished accordion player who loves to banter with his passengers and even sings with his dog; and Joshua, originally from the Philippines and deeply passionate about basketball. 

Among passenger contributions, Hikitia’s son Cody recalls his initial worry when she started her new job. “He said to me, ‘Mum, I hope you’re not my (school) bus driver!’” says Hikitia.

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