‘Your Freedom Starts Here’ campaign sets focus on rebuilding Knowledge of London interest
- Perry Richardson
- Nov 16, 2025
- 2 min read
The LTDA has launched a new drive aimed at encouraging young Londoners to consider a career behind the wheel of a licensed taxi. The campaign, branded Your Freedom Starts Here, looks to reconnect with a generation that has grown up with little understanding of the Knowledge of London or the role of the black cab trade in the capital.
Rising vehicle costs, tougher economic pressures and an ageing workforce have pushed many long-standing drivers to retire earlier than planned. Fewer candidates are also signing up for the Knowledge, raising concerns about long-term supply. In TAXI Newspaper, Executive Anthony Street said the situation needs urgent attention, warning that “if this trend continues, we won’t have enough drivers to meet future demand”.
A key part of the campaign is outreach. LTDA representatives recently visited schools to speak directly with young people. According to Street, the findings were worrying: “The results were shocking; most had never even heard of the Knowledge.” The LTDA sees this as a clear signal that fresh messaging is needed to explain the job, its flexibility and the potential it offers.
The campaign will connect with young people where they already spend their time, including online and on social platforms. Short videos and information resources will highlight the freedom, independence and earning potential of the role. Street said the trade must adapt and “connect with the younger generation where they already are”.
Real examples feature strongly in the campaign. The LTDA recently heard from a 19 year old who has already passed the Knowledge and is now waiting for his badge. Another applicant, aged 20, is progressing through 28s. These achievements show there is interest when the route into the job is clearly presented.
The LTDA will also attend a school leavers’ exhibition in mid-November. The event will include direct engagement with students, giving them the chance to learn how the Knowledge works and what the job involves. Street said it forms part of a wider effort to “rebuild awareness and secure the future of our profession”.
Your Freedom Starts Here aims to build a pipeline of new candidates over the coming years. The LTDA is clear that growing driver numbers is not about short-term boosts but securing a sustainable future. Street reminded readers that the taxi trade is one of the most respected in the world, and that securing its future requires “fairer policies and a shared commitment to keeping the Knowledge alive”.
As part of the rollout, a dedicated information site has been launched at yourfreedomstartshere.co.uk. The LTDA says more content will be added over time to support people thinking about joining the trade and to guide those already preparing for their first steps into the Knowledge.
