In January, we launched the largest driver campaign we have ever delivered, with a specific focus on increasing the diversity of women among the driver population.
The campaign centred on the story of Karen Harrison, who in 1979 became one of the first first female drivers in the UK, and launched with the unveiling of a large mural at Euston Station.
The campaign launched complete with a range of new tools such as a ChatBot to support candidates to gain a better awareness of the trainee train driver role, before applications opened at the beginning of March. We received 10,000 expressions of interest through ChatBot with 15% of interest from women. As a result, we were honoured with a Purpose Award for our ground-breaking campaign to recruit more female train drivers.
We are proud to celebrate the achievements of women within our business.
Laura Warwick won the 2023 Women in Rail Adeline Ginn unsung hero award for her work in the community.
Laura has been an absolute inspiration to her colleagues, customers, and the wider community of Runcorn, going BEYOND above and beyond to support local charities, especially those focusing on mental health support, making a huge difference to the lives of some of the most vulnerable people in the area. She has been a driving force behind national community initiatives, including leading Avanti's entire project to celebrate the Queen's Jubilee.
In a world where anyone can be anything, we all want the opportunity to be ourselves. That’s why we’re encouraging colleagues, customers and communities to share their spark. And when it comes to Pride, we’re proud to stand out.
We’re determined to make a difference. We’ve worked with the LGBTQ+ community and our Inclusion Council to raise the bar. At Avanti West Coast, we’re committed to creating a team that works for all of us. We know it’s not enough to say it – we must live it too. Every single day. That’s why we’ve introduced Live Proud. It’s a big part of our plans for inclusion and gives us a clear programme to work with our people to deliver an inclusion initiative that’s meaningful for everyone. That means more support in the community, too!
Live Proud is built into our everyday life at Avanti West Coast. From recruitment to development and the welfare of our workforce. But we’ve also partnered with wider community groups, such as LGBT Foundation and akt, to make sure we connect with people across our network and make a difference where it matters.
We’re just getting started and don’t plan on applying the brakes anytime soon. So, look out for more down the line, and remember – Live Proud.
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