Using a TV personality to challenge long-held perceptions
Our 4 month social media campaign focused on Ferne McCann learning to drive a bus and pass her PCV license. Not only did we challenge head-on perceptions that bus driving was a male-only job (women wouldn’t be strong enough physically to drive a bus, or able to cope with any customer abuse etc.) but it also garnered some amazing results.
Stagecoach saw an increase in women followers on their social channels by 35%, their applications were up 30%, and crucially by the end of the project, the number of their female bus drivers had increased from 292 to 331 – a 13% uplift.
As well as being highly successful in terms of the campaign, we were also delighted to win the Best Diversity and Inclusion Initiative Award at the prestigious RADs and to be Highly Commended in the CIPD/RMA Awards as well.
