The Spotlight On initiative is helping spread the word of women working in coach and bus
When Kerry Davey from Thames Valley Buses says, “I love what I do, and if I can encourage just one other woman hiding in the shadows to step forward, then we’re all winning!” she captures why the Spotlight On campaign matters.
Women are working at every level of our industry, from front-line operations to boardroom leadership, from technical expertise to customer-facing roles.
But too often, their stories go untold. Launched by Women in Bus and Coach (WiBC) in March 2024, the Spotlight On initiative shares the journeys and achievements of women across the sector, demonstrating that there is no single path into or through the industry.
By making women more visible, the campaign aims to inspire others to consider careers in this dynamic field and challenge outdated perceptions about who belongs here.
About the campaign
Since its launch, Spotlight On has been building momentum across the WiBC website and all social media channels. Each feature focuses on an individual woman working in the sector, highlighting her role, career story, and personal insights.
The campaign showcases the full spectrum of talent and opportunity within the coach and bus industry. The message is clear: women are not only part of this sector, but they are also driving it forward.
The campaign also ties in with events like Community Transport Week and International Women in Engineering Day, which helps the stories reach more people when inclusion and representation are already being talked about.
Celebrating everyone
One of the campaign’s greatest strengths is its celebration of both high-profile leaders and the often unsung heroes working day in, day out to keep services running.
Whether featuring someone who’s just started as an apprentice or a woman who’s worked in the sector for decades, every story adds value to our collective narrative.
The feedback has been overwhelmingly positive, with colleagues, operators and industry partners championing the initiative.
Nigel Wood, former Chief Operating Officer at RATP Dev Transit London/First Bus London, comments: “Love the ‘Spotlight On’ posts from WiBC, particularly when you know someone well deserving.”
Recognising people in this way not only inspires others but brings genuine pride across the sector. The stories are doing more than celebrating individuals, they’re shifting perceptions about who belongs in transport.
Nominations matter
WiBC would love to hear from anyone who has colleagues deserving the spotlight. It’s an opportunity to celebrate the women making a difference on the road, in the workshop, in the boardroom, and beyond.
If you know someone who should be featured, or if you’d like to participate in the campaign yourself, get in touch.
You can also follow the campaign’s progress on our social media channels or visit our website to read the inspiring Spotlight On stories already shared.
Together, we can continue to shine a light on the women shaping the future of our sector, one story at a time.
