Avanti West Coast has won its third award for its campaign to recruit more women train drivers.
The operator was successful in the Marketing Communications: Automative and Transport category at the PR Week Awards for its ‘Pulling in the Right Direction’ initiative. This is the third accolade that it has won this year, after winning ‘Campaign of the Year’ at the National Transport Awards also this month and ‘Best Public Awareness Cause Campaign’ at the Purpose Awards in June.
The campaign, which encouraged women to apply for train driver roles, was centred around a mural depicting Karen Harrison, one of the UK’s first female train drivers.
The 8 x 5 metre mural at London Euston station was designed by renowned street artist Akse and is now on permanent display. As a result of the campaign, a record number of applications, over 1500, were received from women with successful applicants due to start their training next year.
Daisy Hawker Wallace, Deputy Director and Head of PR at Avanti West Coast, said: “Bringing Karen Harrison’s legacy to life was an absolute honour but it also became a labour of love for me and the Mischief team. I am thrilled to see further recognition of this impactful campaign which is having genuine impact, changing the shape of women in rail. This award is also for Karen. She was a true pioneer, a tour de force, fighting for women’s rights in rail and beyond. The success of this campaign is a testament to her fight and those who are inspired by her to bring equity to the workplace.”
