Nearly 1.5 million Australian adults are without a driver's licence due to barriers such as language, disability, anxiety, and financial hardship. In an effort to inspire and assist these individuals, independent agency HERO and Toyota Australia have partnered with Airbag Productions to create an online content series titled 'Find Your Drive'.

The series, launching online on 7 February, is supported by a campaign encompassing PR, radio, digital, social, and in-dealership activity.

'Find Your Drive' follows the journey of four Australian adults facing unique challenges. The cast includes Zac, a 30-year-old with partial deafness and vision impairment; Suzanna, 48, who has failed her learner’s test six times; Harley, 32, an individual suffering from ADHD; and Maddy, a 35-year-old diabetic single mother. The series, shot over three months, documents their lives up until their final driving exam.

"As a global brand Toyota is a company that is about delivering happiness for all, with a commitment to not only delivering ever better cars, but more importantly delivering greater freedom for all. The Find Your Drive project is a perfect demonstration of this vision," said Chief Marketing Officer Toyota Australia, Vin Naidoo.

HERO Executive Creative Director, Shane Geffen, explained the concept behind the series.

"When we first started talking about the concept we quickly discovered that everyone knows someone in their 30s, 40s and 50s who doesn’t have a licence. We knew if we could help even a few of these individuals to get behind the wheel, with the right assistance and encouragement they could achieve what they thought was impossible and inspire others to do the same."

Director of production company Airbag, Bec Peniston-Bird, reflected on the emotional journey of the project.

"Going into this we really had no idea how these journeys would unfold. We were a small crew and we all became deeply invested in a successful outcome for each of our learner drivers. Our driving instructors and counsellors felt the same way. And there were definitely tears shed along the way - were they tears of joy or sorrow? - you’ll have to watch and see!"

In addition to the series, Toyota has created a downloadable information pack to assist unlicensed Australian adults in their journey to getting a licence.