Go North East

Challenge

The Go-Ahead Group set themselves a target to achieve a 50/50 gender split across all areas of its business by 2035 – from mechanics to marketing managers, drivers to operations directors. And as the transport industry is currently underrepresented by women, our challenge was to change how the industry is seen and ultimately boost applications.

Provocative Thought

Women’s strengths drive outcomes and create genuine empowerment and confidence. Let’s confront negative stereotypes, own these qualities and show how they’re the reasons women excel.

Solution

Building on real insights from women who work at the company, we built a clear, human platform around a simple promise: we value women’s inner qualities. The campaign flips outdated labels into strengths and shows how pride, care, and camaraderie power the industry, making the decision to apply feel natural and supported.