Women, It's Time.

We are proud to launch Inner Qualities - Our bold new campaign challenging outdated stereotypes and highlighting the vital role women play in shaping the future of transport.

Women are often told they’re too quiet, too shy, too loud, or too bossy. Our campaign stands up to these labels and reminds people that empathy, passion, determination, resilience, these inner qualities, are what make women so powerful in the workplace. 

What makes Inner Qualities unique is that every part of it, from the concept to the videos and billboards, was shaped by the lived experiences of women already working in transport. They've shared what it feels like to face stereotypes, be told to hold back, or expected to behave a certain way, and turned those stories into a rallying call for change. Laura Sharp, Head of Marketing, said: “Their voices, experiences, and determination are at the heart of this campaign - showing the next generation that strength and belief matter more than stereotypes.”

To celebrate the launch of Inner Qualities, we were honoured to be joined by our North East Mayor, Kim McGuiness, whose vision is “for a North East where ambition is met with support, and no one is held back by outdated expectations.”

Newcastle United footballer and former lioness Demi Stokes, shared her inspiring story of overcoming challenges, and breaking barriers in a traditionally male dominated role. Demi said: “I know what it feels like to be told you can't - and how powerful it is to prove that you can' perfectly capturing how her journey embodies the core values of Inner Qualities.”

Press play to watch our launch of Inner Qualities.

This event marked a significant step towards the commitment made by The Go-Ahead Group to achieve a 50% gender balanced workforce by 2035 and driving lasting change in the transport sector. 

This journey is only just beginning - and the next chapter belongs to the women who chose to join. Women interested in driving, engineering, or office-based careers can find out more and apply here.

From left: Megan Todd, Operations Manager, Mel Millington, Engineer, Julie Hutton, Bus Driver, Demi Stokes, Newcastle United Footballer, Lorraine Petch, Bus Driver, Leanne Irving, General Manager and Vicci McVeigh, Bus Driver.