The Lausanne public transport company (tl) contacted us to design an ambitious recruitment campaign: promoting driving jobs to women, who are still underrepresented in this sector. The aim was to break down persistent stereotypes and promote a more balanced representation of women in this field, which is still largely male-dominated.

Results of this campaign?

In just 15 days, 169 women signed up for the presentation day, exceeding the initial target by 238% with only half of the planned budget. The campaign was so successful that we had to stop it earlier than planned!

This result confirms that women are genuinely interested in careers in transportation, particularly when provided with opportunities that are visible and accessible to them. Their presence in this sector is not just a matter of representation: they bring essential perspectives, specifically in terms of safety and accessibility.

How did we achieve it? 

To maximize the impact of our message, we used a digital and multichannel strategy (Meta Ads, Google Performance Max, Google Search, YouTube), proving that engaging communication can not only change mindsets, but also generate concrete results. 

Meta Ads, through Facebook and Instagram, allowed us to work on brand awareness and sensitivity through engaging formats, distributed on applications used daily by the target audience. We complemented this presence with Google Performance Max, which enabled us to generate conversions across the entire Google inventory. Google Search captured the active intent of women on search engines who aspire to find career opportunities. Finally, YouTube True View allowed us to harness the power of video to reach a wide female audience with content that was inspiring, informative, and creative.

Why is this approach so important? 

Because in Switzerland, only 26% of jobs in the transport sector are held by women. Although this figure places Switzerland among the most advanced countries compared to its neighbors, it still reveals a significant imbalance. Even though there has been a slight increase in recent years, female applicants are a minority, as the transport sector still suffers from a persistent image: that of an environment perceived as “not for women,” according to a report by the International Labor Office. This paradox is all the more striking given that, according to Transdev, nearly 60% of public transport users are women.

That is why we are particularly proud to have contributed to changing perceptions and providing concrete support for women’s access to these professions, and we encourage all those who wish to pursue their career path, beyond stereotypes and preconceived ideas.