The very first passengers to enjoy free bus rides throughout the month of their Birthday will travel from 1 August.

Mum of two Pauline Iles, whose birthday falls on 1 August, is the proud owner of her Birthday bus ticket, and will be one of the very first birthday bus passengers.

The innovative initiative, giving every resident in the West of England free bus travel throughout the month of their birthday, runs for 12 months, until every West of England resident has had the chance to benefit from 'Birthday Buses'. It is valid on buses across 350-plus square miles, for as many bus journeys as you want, at any time.

Residents can apply at www.birthdaybus.co.uk.

Birthday Buses aims to attract new passengers to try out buses for the first time at no risk, and so change people's travel behaviour long term. It is hoped this in turn will grow bus passenger numbers across the West of England, meaning more fare income and so more investment in buses.

Patchway resident Pauline Iles, said: "This is a brilliant initiative. In my job, I work with employers that are often trying to help their employees with workplace benefits to support their health and wellbeing, and this can include a lot of people struggling to make ends meet right now. In this cost-of-living crisis, saving money on transport costs and being able to redirect this saving can ease a bit of financial stress for people, which I think is really important.

"I also feel anything that can help get people out of their cars and so ease traffic - particularly in Bristol, which can be a real nightmare sometimes - cut those emissions and improve the air we breathe can make life a bit more enjoyable, and so is to be really welcome. Also, as someone that's had Asthma since the age of three, I'm definitely sensitive to poor air quality – things need to change!

"But also I think there could be a real health and wellbeing benefit as well. When it's people's birthday month, there's the opportunity to use the free trips to do different things. Go somewhere different, see something new - that's what I'll do! Also I agree with Mayor Norris that small nudges can lead to bigger changes. This is great opportunity, I think, for people to save money, enjoy a bus ride and maybe swapping the car for a bus may become a regular habit."

Mayor Dan Norris said: "It is great to wish Pauline many happy returns and singles. I would encourage everyone to sign up for their free Birthday Bus Month Pass today and my Mayoral Combined Authority will get it in the post. I'm really proud of Birthday Buses. It's new and innovative and is all about behaviour change - about getting more and more people out of their cars and onto the buses long term. That's vital to build the local transport system West of England residents deserve, which in turn will cut congestion and help us meet our ambitious net-zero targets locally. And it will really help locals during this really, really difficult cost-of-living crisis. So please head to www.birthdaybus.co.uk and sign up today for your free Birthday Bus pass!"