CER: Women in Rail

The Brief

The Community of European Railway and Infrastructure Companies (CER) and the European Transport Workers’ Federation (ETF) launched an initiative to make the rail sector a more attractive and equitable workplace for women.The Women in Rail agreement promotes gender equality across the industry with specific targets, policies for equal treatment, and a commitment to safe, inclusive work environments. Our goal was to create a short animation to highlight the agreement’s positive impact and encourage sector-wide support, engaging those within the industry and EU stakeholders. This 45-second animation was intended for social media, events, and digital platforms, where it would serve as an evergreen asset.

The Approach

With an emphasis on inclusivity and optimism, the animation used a vibrant, diverse cast of characters representing the workforce’s various backgrounds and roles. The story emphasised the transformative potential of the Women in Rail agreement by focusing on key themes like work-life balance, equal pay, and protections against harassment. To ensure timelessness, the narrative avoided specific dates, focusing instead on the overarching benefits and calls to action. Upbeat music and inspiring visuals complemented the message, designed to resonate with audiences and create momentum around the agreement’s objectives.

The Result

The animation was well-received across CER and ETF’s social platforms and it proved to be a valuable resource at industry events, setting a positive tone for discussions on diversity and inclusion. By clearly and creatively showcasing the goals of the Women in Rail agreement, the animation continues to inspire action towards creating a more equitable rail sector.