Background

Through its Better. Connected. strategy, the organisation is committed not only to delivering transport services but also to creating positive social value by connecting communities and working collaboratively with stakeholders to address local challenges.

One of its flagship community initiatives is Stuff a Bus, an annual Christmas fundraising campaign delivered in partnership with FareShare NI and supported by media partners U105 and Belfast Live. Now in its ninth year, the campaign tackles food insecurity by mobilising businesses, schools, community organisations, passengers and the wider public to donate food and funds. The initiative demonstrates how Translink uses its network, reach and partnerships to create impact far beyond its core transport operations.

What Translink did

For the 2025 Stuff a Bus campaign, Translink focused on expanding collaboration and making donating as simple and accessible as possible. Using transport hubs across Northern Ireland as collection points, the organisation integrated giving into people’s everyday journeys and encouraged participation from communities throughout the region.

A key enhancement was early engagement with businesses, inviting organisations to adopt Stuff a Bus as part of their Christmas charity activity. This enabled workplace collections, staff fundraising and on-site donation points, extending the campaign beyond transport hubs and into offices and workplaces across Northern Ireland.

The campaign was delivered through a broad coalition of partners including FareShare NI, U105, Belfast Live, schools, councils, community groups and businesses such as NI Chamber, Belfast City Airport, Fujitsu, Dale Farm, Visit Belfast, BPerfect Cosmetics and NI Blood Transfusion Services. Cultural organisations such as The MAC also helped promote the initiative to new audiences.

A coordinated programme of media activity, regional roadshows, school and community engagement, influencer content and a live finale event at Belfast Grand Central Station maintained momentum throughout the festive period. Supported by a modest £4,000 budget, the campaign relied on partnership working, donated time and earned media to maximise reach and participation. Through this collaborative approach, Translink successfully united organisations, employees, volunteers and the public around a shared goal of tackling food poverty across Northern Ireland.

Key Impacts and Results

• Generated 39,719 meals, exceeding the original target of 30,000 meals
• Raised £29,129 alongside significant food donations to support people experiencing food insecurity across Northern Ireland
• Engaged 28 businesses through workplace collections, fundraising activities and employee participation
• Involved nine schools in collections and fundraising activities, expanding community participation and youth engagement
• Built a cross-sector partnership involving charities, media organisations, businesses, schools, councils, community groups and volunteers, demonstrating the power of collective action
• Achieved significant awareness impact through 23 pieces of online and print coverage, more than 100 U105 broadcast promotions, and a combined digital reach of 2 million people
• Strengthened perceptions of Translink as a responsible business, contributing to a positive sentiment score of 77% in December, up from 62% in October, highlighting the reputational benefits of long-term community collaboration

What the judges said:

“This was a clear and focused campaign which demonstrated collaborative action between Translink staff and the wider community to deliver over 39,000 meals over the festive period and short campaign window. The use of transport hubs at accessible donation points shows a clever and effective way of integrating effective behaviour, maximising participation and reach.”