Women’s voices power bold new transport campaign

A campaign created by women, for women aimed at transforming perceptions of the transport industry has been launched. It is aimed at inspiring a new generation to step into careers in the sector.

Entitled ‘Inner Qualities’, the campaign is designed and developed by women colleagues at Go North East under the message of: “They say she can’t. We say she can.”

North East Mayor, Kim McGuinness and Newcastle United’s Demi Stokes joined the women behind the campaign at a launch event, standing alongside the drivers, engineers, managers and graduates involved.

Every part of the Inner Qualities project, from the concept to the videos and billboards, was shaped by the lived experiences of women already working in transport. They have 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.

The campaign forms part of Go-Ahead Group’s wider ambition to achieve a 50/50 gender balance across all bus companies by 2035.

Laura Sharp, Head of Marketing at Go North East, said: “Inner Qualities is unique because it belongs to the women who created it. Their voices, experiences, and determination are at the heart of this campaign – showing the next generation that strength and belief matter more than stereotypes.”

Kim McGuinness, North East Mayor, said: “My vision is for a North East where ambition is met with support, and no one is held back by outdated expectations. With over one million women living and working in our region, we have the potential to shape a fairer, more inclusive future. I’m proud to stand alongside the women making that future a reality.”

Demi Stokes, Newcastle United and former England Lioness, said: “I know what it feels like to be told you can’t – and how powerful it is to prove that you can. That’s why I’m proud to support this campaign. It shows women and girls that their inner qualities, not stereotypes, are what truly matter.”