Route to Inclusion: TransLink's 10 Year Journey

As we mark 10 years of partnership between JAM Card and Translink, we’re looking back at how JAM Card became part of everyday travel across Northern Ireland.

In 2017, after several years of using JAM Card on Belfast’s Metro services, Translink announced plans to extend it to Ulsterbus and NI Railways in partnership with NOW Group. The rollout helped staff understand how to support passengers who need a little more time when travelling.

By February 2020, NOW Group had delivered peer training to Translink’s Training Academy, and JAM Card training had become part of Translink’s annual training schedule.

“The JAM Card has proven to be an extremely effective tool in breaking down these barriers to travel and encouraging some of the most vulnerable in our society to lead an independent and active lifestyle.” - Damien Bannon, Belfast Area Manager at Translink

In July 2025, Translink and NOW Group announced a new partnership spanning three years to raise awareness of JAM Card and encourage more people with invisible disabilities to use public transport. At the time, JAM Card had more than 190,000 users. The partnership included plans for Translink staff to complete JAM Card training and gain certification.

“Over the years, The JAM Card has been an essential tool for so many of our passengers, helping them enjoy greater independence and keeping people better connected.” - Jacqui Kennedy, Chief People & Corporate Services Officer at Translink

Approximately 2,500 Translink staff have completed JAM Card training. Around 2,000 more staff will complete the training as part of the JAMuary campaign.

JAM Card gives people with learning difficulties, autism or other communication barriers a discreet way to ask for a little extra time or patience.

Download the free JAM Card app to use on Translink services at www.jamcard.org.

Find out how your organisation can become JAM Card Friendly at www.jamcard.org/for-business.