Award-winning DE&I Social Media Campaigns
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The Brief
It was simple… Avanti West Coast was looking to increase the number of applications from women.
But in an industry where only 6 out of 100 drivers are women, this was a tough ask. We needed to change perceptions of what a train driver looked like while encouraging consideration of the role.
The Strategy
To do this, we knew we needed to show a woman that had achieved this, so it could inspire other women to do the same.
We centered our campaign around a female pioneer: Karen Harrison, one of the first female train drivers in the UK - and a former Avanti driver.
Next, we had to contemporise her story. So when it came to creating social media content, we brought in Rebecca, a young female trainee train driver to show women that they could be a train driver too!
How we did it:
Cubaka worked with Avanti on an integrated campaign championing Karen Harrison, one of the first female train drivers in the UK - and a former Avanti driver.
Cubaka led on concepting, scripting, production, editing and media planning for paid and organic social media content, including the development of the chatbot. All social media content tapped into social media trends at the time.
The Facebook chatbot allowed users to pre-qualify themselves for the role and for Avanti to let women know what they’d need to apply, and enabled women to get a one-time notification once applications opened to act as a reminder. All social media content published aimed to encourage women to use the chatbot.
To avoid positive discrimination, we used Rebecca, a young female trainee driver, so women could see another woman in that same role.
The Results
1,500 women applied for the role
4x the number of female applicants than all recruitment drives since 2020.
2 x The Drum Social Media Awards WINS
Purpose Award Winner
13K
Engagements
7x
Web traffic than average
3.6M
People Reached
14K
People used the Chatbot
