THINK PINK CAMPAIGN
THINK PINK - A DRIVING FORCE IN RECRUITING AND SUPPORTING WOMEN IN THE PRIVATE HIRE INDUSTRY
Think Pink is transforming the private hire industry by championing the recruitment of women drivers. This initiative not only empowers women in the workforce but also offers passengers the option to select a female driver, whilst delivering significant commercial and social benefits to fleet partners.
In partnership with DG Cars, the Rosie May Foundation’s Think Pink campaign is actively increasing the number of women drivers in the Derby and Nottingham region with impressive recruitment and retention rates. In a landscape where women accounted for less than 2% of private hire drivers in the UK in 2020, this initiative marks a pivotal effort to drive gender diversity and representation within the industry.
Established in January 2004 in memory of Rosie May, the foundation has evolved into a global entity, with initiatives extending worldwide, including projects empowering women in transportation.
Reflecting on the foundation’s journey, Mary Storrie emphasised the parallels between the UK Think Pink project and the foundation’s international efforts, particularly the driver project launched in Sri Lanka in 2016 and Nepal in 2024.
The impact of the initiative on individ- uals’ lives is appar- ent. Kat, a Think Pink driver’s story underscores the new work-life bal- ance and flexibility that Think Pink offers, empowering women to take control of their careers and lifestyles.
Mary Storrie, co-founder of the Rosie May Foundation, remarked on the two-year journey of the project,
highlighting the award-winning
partnership with DG Cars: “We partnered with DG Cars and Western Cars a year ago which previously had only one female driver among 1,400 drivers.”
With over 50 new female drivers enrolled in the Think Pink scheme, the project is making significant headway in its mission to recruit women into the industry.
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Kat said: “Being a Think Pink driver gives me a work life balance, something I feel I never had”.
Kat previously worked as a domiciliary carer working nights. However, she said: “This work meant that I was asleep most of the time during the day. It was okay during term time but puts you under pressure when it comes to doing things at weekends and school holidays. I wanted the freedom and flexibility of being able to do what I want.”
MAY 2024 PHTM
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