Opening doors, one journey at a time.

GO-AHEAD.

Strategy / Art Direction / Design / Social

THE BRIEF.

Go-Ahead

Go-Ahead approached 63 to support a recruitment marketing campaign aimed at addressing the gender imbalance within bus driving roles, with a specific focus on encouraging more women to consider driving careers. Alongside increasing awareness of these opportunities, the campaign also needed to strengthen Go-Ahead’s reputation as an inclusive employer committed to equal rights, diversity, and long-term workforce development across its regional operations.

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OUR APPROACH.

Driving change.

63 developed the core campaign idea, including the overarching theme and messaging framework, ensuring it was both inspiring and grounded in real employee experiences. We art directed a photography shoot featuring real women bus drivers to bring authenticity and credibility to the work. A full suite of campaign assets was then created, spanning social media content, digital advertising, and back-of-bus executions, designed to build visibility and drive engagement.

THE OUTCOME.

Changing perceptions.

The finished campaign combined authentic storytelling with bold creative to challenge perceptions and showcase bus driving as a rewarding career for women. By putting real employees at the heart of the campaign, Go-Ahead was able to communicate its values in a genuine and relatable way, creating a stronger emotional connection with prospective candidates.

From social media and digital advertising to high-impact out-of-home placements, the campaign delivered a cohesive suite of assets that gave Go-Ahead a distinctive recruitment platform, capable of engaging audiences across multiple channels while supporting long-term talent attraction.

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THE IMPACT.

A campaign that travels.

The campaign successfully strengthened Go-Ahead’s employer brand, clearly positioning the organisation as a progressive and inclusive operator within the transport sector. Early rollout in the South West delivered strong engagement and positive response from target audiences, supporting recruitment objectives. The campaign is now set to be rolled out across additional regions in the UK, and reinforcing Go-Ahead’s commitment to diversity on a national scale.

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